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 – 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.