Challenge: Make Mercedes-Benz vehicles—and the Mercedes-Benz lifestyle—more tangible for the audience.
Solution: Create a narrative journey supported by high-quality photos of Mercedes-Benz vehicles, shot at exclusive locations and in dramatic settings.
Result: The ongoing program, #MBphotopass. The appeal of a luxury car is the lifestyle that surrounds it, so why show consumers antiseptic CGI? 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.