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Mercedes-Benz USA

GLA North American Debut

Creative Direction, Creative Strategy

Challenge: Promote the all-new GLA—without having access to it.


Solution: Unearth the exact dimensions of the GLA’s cargo area—basically the whole raison d'etre of the small SUV. From there, we fabbed up a custom bed liner, then hired Instagram influencers to show what they’d take with them on an adventure.


Result: The Instagram campaign, #GLApacked. The GLA is a small SUV, and the rest of the Mercedes-Benz lineup only makes it look more so. We demonstrated that it was worthy of its Silver Star by showing just how much the GLA can haul, and we did it without ever laying our hands on one.

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