MERCEDES-BENZ SERVICE & MAINTENENCE
EXPERT CARE FOR EVERY HOLIDAY
Around the world, drivers depend on Mercedes-Benz for safe, comfortable travels during the festive season.
Our job was to remind them that the expert care from Mercedes-Benz Service & Maintenance is key to a smooth journey. We had one shot to create a brand film that stood out from the salesy, tactical ads that audiences have come to expect, complementing markets existing efforts to increase pre-holiday service appointment bookings.
Our brand film needed to promote Mercedes-Benz Service & Maintenance across 16 diverse markets spanning Asia Pacific, the Middle East, South America, and more.
Our challenge?
Holiday seasons look vastly different from one region to another; each with its own cultures and ways of celebration.
Meanwhile, two things are universally true: all holidays are important to the people who celebrate them, and when it comes to quality service and genuine products, no one knows your car like Mercedes-Benz.
We developed a film that showcases the brand lavishing a customer's vehicle with care and attention, almost as if it were an actual person. Across 80 seconds, we captured the extraordinary care the brand has for its customers through its products and services - agnostic enough to run in any season and human enough to resonate with any viewer. All wrapped up in a simple, clear, reassuring theme: Expert care for every holiday
MERCEDES-BENZ CONCEPT STORE
Amid an operational shift towards greater sustainability, Mercedes-Benz launched its Concept Store as a year-long shopfront cementing its commitment to the environment. Showcasing its electric vehicles and sustainable retail concepts, the brand aimed to take the lead in the future of mobility and living. The challenge? Ensuring there was constantly a draw for footfall, over and above the latest cars.
We turned the store into an ever-evolving canvas for expression. We worked alongside Mercedes-Benz and a revolving door of artists to keep things fresh all year – from digital backdrops unique to each new car, to projection mapping displays using the store’s features, to sustainably-produced installations around the store. Each of these pieces was designed to educate, in the form of information about the cars and processes or inspiration through craft. To distinguish the store’s social and digital assets from product materials, we created a fresh set of branding for all communications, giving the store its own identity.
EQS X MINISHI
The EQS represents a groundbreaking, emission-free future powered by Mercedes-Benz – heralding new possibilities for everyone. However, not all Singaporeans felt this connection due to two key factors. First, soaring costs of vehicle ownership made the EQS accessible only to society’s movers and shakers. Second, many were unaware of the brand’s commitment to the environment. We needed innovative ways to connect the EQS with the average Singaporean.
Enter Shimin from MINISHI Studios, a local toymaker who provided the perfect solution. Shimin created a 1:24 scale gypsum sculpture of the EQS, complete with sustainably produced paints, palettes, and packaging. Dubbed the EQS Collectible Kit, we turned it into an accessible vehicle, yielding infinite possibilities on a sustainably crafted canvas.
As part of our communications strategy, we produced a captivating film that narrated Shimin’s journey in discovering sustainable materials, processes, and suppliers, and how the brand’s vision inspired his work. The film directed viewers to an online hub, where they could learn more about the project and Mercedes-Benz, purchase their own customisable EQS Collectible Kits, and browse sculptures created by 12 local artists. Visitors voted for their favourite piece, with the winning design brought to life on an actual EQS.