THE LADAKHI TRIBE - Mercedes Benz. Adventure Beckons
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    The G-Class is the best off-road vehicle in its class. Mercedes-Benz wanted to convey this fact in a way that would connect directly with their t… Read More
    The G-Class is the best off-road vehicle in its class. Mercedes-Benz wanted to convey this fact in a way that would connect directly with their target audience – adventure seekers. We banked on a simple insight: Whilst travelling 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. The campaign featured unique ‘learnings’ from different tribes to generate curiosity. The ads 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 Read Less
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G-Class. Adventure Beckons.
Mercedes Benz.
 

The G-Class is the best off-road vehicle in its class. Mercedes-Benz wanted to convey this fact in a way that would connect directly with their target audience – adventure seekers. 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. The campaign featured unique ‘learnings’ from different tribes to generate curiosity. The ads 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.

Client : Mercedes-Benz
Agency : Impact BBDO, Dubai
Regional Executive Creative Director : Fadi Yaish
Asociate Creative Director : Khaled Said
Art Director : Ibrahim Barakat
Copywriter : Alok Mohan
Illustrators : Muhammad Mustafa, Erik Svetoft, Raluca Băraru, Maria Kolyshkina, Roksana Robok, Benze, Vladimir Stankovic, Karna Mukhia, Selin Çinar
Design Creative Director : Scott leder
Senior Creative Designer : Mohamed Said
Creative Designer : Rijin Kunnath
 
 
SHORTLIST CANNES LIONS 2015 / Print and Poster Craft
SHORTLIST CANNES LIONS 2015 / Visual Language 
SHORTLIST CRESTA 2015 / Direct Marketing
SHORTLIST CRESTA 2015 / Publication Design