Adrian Lazarus posing with the singers
JOHANNESBURG, 05 June 2015 – After a breath-taking event held in Cape Town earlier this year, the Mercedes-Benz Bokeh Fashion Film Festival arrived in Johannesburg for a one night only extravaganza at the Mercedes-Benz Lifestyle Centre in Bedfordview.
Invited guests braved the onset of winter and freezing temperatures to dress in their fashionable best and join celebrities, VIP’s, local and international film-makers for a sensory interactive brand experience. Each guest was chauffer driven in the latest Mercedes-Benz models and entered an Oscar style red carpet flanked by a host of local and international media jostling for the perfect shot and interview opportunity.
The venue was transformed into a light and sound extravaganza with winning films from the Mercedes-Benz Bokeh Fashion Film Festival presented on large format UHD Hisense screens. Selvin Govender, Marketing Director of Mercedes-Benz cars commented, “This is the second year in a row that we are title sponsors for this event and we are even more excited about the overall success of our brand alignment and collaboration with Adrian, his team and the fashion film genre. Fashion Films are relevant, powerful and stylish and this is exactly why we feel that this event is the perfect platform for our brand, as it definitely showcases the stylishness and elegance of our Mercedes-Benz vehicles. Naturally, we were first to embark on this alignment and as a result, the Mercedes-Benz brand in other countries are now looking to follow.”
Aidan Whytock, winner of The Mercedes-Benz Award along with the US$ 10 000 prize money, thanked founder Adrian Lazarus and Mercedes-Benz for their commitment and support, and mentioned that the competition had allowed him to showcase his winning film internationally, opening doors and opportunities for himself and other entrants.
The Cape Town Fashion Council were joined on the evening by some of South Africa’s top designers including Hendrik Vermeulen, and Gert-Johan Coetzee, and the ever stunning MC Bailey Schneider donned an exquisite Spero Villioti dress to welcome the guests and introduce proceedings. Catherine Timotei also grabbed the attention by exhibiting several original art masterpieces and Mercedes-Benz had guests drooling at an interesting showcase of their latest and greatest cars.
What started off as a dream for founder and MD, Adrian Lazarus is now a reality. “We’re just getting bigger and better every year, and once again Johannesburg didn’t disappoint. Guests ventured out in freezing conditions tonight to join us and experience the incredible talent that this year’s Fashion Film Festival offered, and we are all delighted for the support as well as our amazing sponsors”, said Adrian.
Sponsors of the event included: Mercedes-Benz South Africa, Hisense, Cape Town Fashion Council, Fashion-One TV, MAC cosmetics, Luxury Brands, GHD Hair care, Sunglass Hut, Monkey Shoulder, Tranquini and African Pride Hotels.
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