2016 Winners & Shortlists

Brief Explanation

Mercedes is known to be a luxury and premium automobile brand that stands for the best or nothing. Potential customers seek a vehicle with off-road capabilities without compromising on luxury and quality, but vary in their specific needs and preferences. The Mercedes SUV range offers control, stability and enough power to carry you over the toughest terrain. Each vehicle is built to the highest standards, combining cutting-edge safety features with dynamic design, impeccable road-holding abilities and engines that deliver maximum power while minimizing their environmental impact. Making sure you make the best of every ground with Mercedes Benz.

The Brief

People perceive Mercedes as premium urban vehicles and their off-road capabilities are often not well known. We needed to illustrate that the Mercedes SUV Range can leave the city and traverse over even the most challenging of terrains.

How the final design was conceived

We wanted to illustrate the Mercedes SUV’s off-road capabilities in the simplest and clearest way possible. To do this we used the minimalistic and universal symbol of a road, the dotted white line, as our starting point. We then made sure the road lines were laid on top of images of the most challenging of terrains to increase the contrast between the flat road and the multifaceted landscapes.

Indication of how successful the outcome was in the market

Through posters, the exceptional off-road ability of the Mercedes SUV range was explained to our existing and potential customers visiting Mercedes showrooms in the simplest way possible. Taking one step towards changing the perception.