2016 Winners & Shortlists

THE TRIBAL RAPPORT FIELD GUIDE

Bronze
BrandMERCEDES-BENZ
Product/ServiceG-CLASS
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryPublications & Brand Collateral
Entrant Company IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Advertising Agency IMPACT BBDO Dubai, UNITED ARAB EMIRATES

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 – that while the G-Class is impervious to everything that nature throws its way, the same could not be said of its drivers in case of a hostile encounter with a remote tribe. We created the Tribal Rapport Field Guide to help G-Class owners establish an instant rapport with otherwise irate tribes members. It was designed to include extensive information about tribes from around the world including their likes and dislikes. But that's not all. We researched every tribe to identify the perfect gift for them – one that would appease their precarious beliefs and customs and ensure our drivers a warm welcome. For example, for the Yaohnanen tribe who worship Prince Phillip, we added a life-size die-cut poster of the Prince. To ensure a safe passage, all the drivers needed to do was identify the tribe, tear out the corresponding gift and offer to the leader of the tribe. The 115-page leather bound book had Japanese binding and featured 12 international illustrators who brought to life 12 tribes with unique art expressions.

Indication of how successful the outcome was in the market

The Tribal Rapport Field Guide was handed out to 50 prospective customers while 1 copy was exhibited next to the G-Class in the Mercedes-Benz showroom. We were soon filled with requests for copies and are now printing an additional hundred for Dubai and more for the region. But more importantly, the guide helped establish the brand's off-roading capabilities and G-Class owners can now make friends on all of their adventures.

Credits

Name Company Role
Fadi Yaish IMPACT BBDO Dubai Regional Creative Director
Khaled Said Abdelaziz Metwally IMPACT BBDO Dubai Associate Creative Director
Ibrahim Barakat IMPACT BBDO Dubai Art Director
Scott Leder IMPACT BBDO Dubai Creative Director Design
Alok Mohan IMPACT BBDO Dubai Senior Copywriter
Clarisse Mar Wai May IMPACT BBDO Dubai Executive Integrated Producer
Mohamed Said IMPACT BBDO Dubai Graphic Designer
Karna Mukhia IMPACT BBDO Dubai Illustrator/Visualizer
Rijin Kunnath Raju IMPACT BBDO Dubai Creative Designer
Albert Lorenzo IMPACT BBDO Dubai Account Manager
Tennyson Torcato IMPACT BBDO Dubai Creative Services Director
Sajan Abraham IMPACT BBDO Dubai Production Manager
Lennart Mueller-Teut MERCEDES - Daimler Middle East/Levant FZE Head of Marketing Communications Mercedes-Benz Cars