2016 Winners & Shortlists

Brief Explanation

The Mercedes-Benz G-Class is the best off-road vehicle in its class. We had to convey this fact by means of an engaging giveaway – one that would cut through the usual clutter of brochures and leaflets that people receive on a daily basis.

The Brief

We were briefed to design an engaging giveaway to be handed out to both existing and prospective customers. Whatever we created had to celebrate the adventurous spirit of the G-Class, be something that the receivers would love to keep with them at all times and also, be useful.

How the final design was conceived

We banked on a simple insight: Whilst traveling far and wide in the G-Class, people will have access to remote tribes and their unique wisdom. We tied up with 12 international illustrators to freely capture the unique attributes of each of the tribes as an art expression rather than a descriptive illustration to capture attention. The illustrations stayed true to the brand colours of black and white and reflected the brand personality of elegance and exclusivity.

Indication of how successful the outcome was in the market

The campaign featured unique “learnings” from different tribes to generate curiosity. The posters captured the off-roading capabilities of the brand and told people that to learn more, all they need to do is set out in the G-Class.