Challenge: Corporate automotive photography had stagnated, and no place was that more obvious than on social. It was all lifeless CGI staged on either the surface of the moon or the set of Zardoz, and something had to be done to liven up the joint.
Solution: Start with a trend we'd noticed—that even potato-quality photos of real cars in real places performed better than the CGI stuff—and take it to the extreme.
Result: The ongoing program, #MBphotopass. Mercedes-Benz is one of the most storied brands out there, synonymous with exclusive locales and unique experiences. So why not give people exactly that? From the beginning, warmth, texture, and depth drove this program, generating results that influenced how the home office in Stuttgart approached social, and inspiring other brands to do the same.