2017 Winners & Shortlists

The Campaign

Our idea was to create a campaign that celebrates the spirit of the G-Class and the freedom that comes with travelling around the world in it. For this, we took on the one mode of transportation that people believe is the best – airplanes. We took different view points to show why driving in a G-Class is better than flying.

Creative Execution

The design of the poster echoes the spirit of the Mercedes-Benz G-class. The spirit, that will take you off-road onto any terrain, to unfamiliar or even unknown places – but most importantly the spirit of the journey. Typography in the poster is designed to take the reader on a journey, one that is not as linear as your typical reading passage. The layout takes you from word to word and beckons you to read it how it should be read. The Mercedes brand font is used to interesting effect in all-caps and with large spacing between letters to evoke the feeling of being on a somehow unfamiliar journey. It may feel uneasy but at the same time, exciting. The monotone backgrounds are based in the elegance of the Mercedes brand and create abstract shapes through interesting gradients to mimic the unknown while allowing the reader to imagine their own unknown.

Indication of how successful the outcome was in the market

Mercedes-Benz showrooms in Dubai have reportedly received an increased number of enquiries about the G-Class and even more requests for test-drives.

Our target audience were people who are financially well off. Our strategy was to talk to them in a way that they could relate to, about the joy and freedom of driving - one of life’s little luxuries they miss out on because of their lifestyle.