2016 Winners & Shortlists

ADVENTURE BECKONS

Short List
BrandMERCEDES-BENZ
Product/ServiceG-CLASS
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryIllustration
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: 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.

Credits

Name Company Role
Fadi Yaish IMPACT BBDO Dubai Regional Creative Director
Ibrahim Barakat IMPACT BBDO Dubai Art Director
Alok Mohan IMPACT BBDO Dubai Copywriter
Mohamed Said IMPACT BBDO Dubai Graphic Designer
Clarisse Mar Wai May IMPACT BBDO Dubai Executive Integrated Producer
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