MERCEDES-BENZ Tribal Rapport Field Guide

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.

The Book

Client : Mercedes-Benz • Agency : Impact BBDO, Dubai • Regional Executive Creative Director : Fadi Yaish • Asociate Creative Director : Khaled Said
Art Director : Ibrahim Barakat • Retouching : Prasad Shetty & Chirag Doshi • Copywriter : Alok Mohan
Illustrators : Muhammad Mustafa, Erik Svetoft, Raluca Băraru, Maria Kolyshkina, Roksana Robok, Bence Fakasinszki, Vladimir Stankovic, Karna Mukhia, Selin Çinar

Design Creative Director : Scott leder • Senior Creative Designer : Mohamed Said • Creative Designer : Rijin Kunnath

THANK YOU

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