Global Social Media Campaign (Organic)
The campaign is part of a multi-layered social media approach devised for the brand’s global
integrated campaign, ‘Because it’s Mercedes-Benz.’
Working with Elly Wong and Becky Evans, presenters of the Because it’s Mercedes-Benz YouTube series,
we developed a suite of playful social exclusives to contrast the in-depth, long-form content of the series.
Tying in with each episode’s theme, our mix of moving and static assets puts an expected,
light-hearted spin on the hyper-sophisticated engineering that goes
into making a Mercedes-Benz a Mercedes-Benz.
Engineers at the Mercedes-Benz Sindelfingen and Untertürkheim research and testing facilities show no mercy when weatherproofing cars. Why? Because it’s Mercedes-Benz – that’s why. And that’s also why we focused on extreme weather testing in these videos:
Promo (1 of 4):
Man-made Rain – Why?
The campaign name ‘Because it’s Mercedes-Benz’ comes across like an answer, so we questioned some of the eccentric engineering to create four promos.
Mini-Series (1 of 4):
Mercedes-Benz Weather Report
The testing facilities simulate the most extreme weather conditions imaginable and there was no way we were coming out without a weather report of our own.
Social Exclusive (1 of 4):
Testes for all Rainkind
Mercedes-Benz creates its own rain, even different types of rain, to rainproof its cars. So we put together a little compilation of the many kinds of Mercedes-Benz rain.
Mercedes-Benz is a pioneer in crash test technologies and safety standards.
This set of ideas exposes the unthinkable tortures a car must go through to become a Mercedes-Benz.
Promo (2 of 4):
Tribe of Dummies – Why?
Mercedes-Benz employs a 120-strong tribe of test dummies at its crash testing facilities, so we had to ask why.
Mini-Series (2 of 4):
Mercedes-Benz Collision Investigation Unit
A dedicated team at Mercedes-Benz investigates every crash down to its minutest detail and this was our cue to pastiche a classic crime drama intro.
Social Exclusive (2 of 4):
Dummy Lineage
Multiple generations of test dummies have served Mercedes-Benz since 1969, honouring this selfless lineage of heroes is simply the right thing to do.
(Click image for Instagram link)
The code boffins at Mercedes-Benz have thrown in a lot of clever bits into the latest cars so we had to cover that, but of course, we were certainly more interested in getting silly with all the shiny tech on hand.
Promo (3 of 4):
A Million Lines of Code – Why?
Why a car requires this much code is the obvious thing to ask, right?
Mini-Series (3 of 4):
Mercedes-Benz to the Moon
We saw a massive driving simulator perched up on
a set of moving arms. So, we got Becky and Elly suited up to follow in the footsteps of Neil Armstrong, kinda.
Social Exclusive (3 of 4):
Unworldly Road Trip
Mercedes-Benz tests its vehicles for nearly every possible scenario in its driving simulator. But Becky and Elly took theirs to places no Mercedes-Benz has ever gone before – or ever will.
Crafting the comforts of a Mercedes-Benz, including its scent, requires a softer touch.
This set of ideas shows just how nosey and downright uncompromising the process can be.
Creatives: William Loveder, Jenny McDonald, Ashley Clarke, Melissa Nunez, Alma Rivas, Khurram Hussain
Creative Director: Ole Nagatis
Promo (4 of4):
Crimson Roses – Why?
Mercedes-Benz seems to have a bias towards certain roses used for its car scents, so we asked why.
Mini-Series (4 of 4): Is It Car?
Mercedes-Benz Gameshow
You’ve got two car experts on set and you’re talking car scents – what better to do than have them go nose-to-nose and sniff out what is and what isn’t a Mercedes-Benz?
Social Exclusive:
Eau de Car-Lounge
Every Mercedes-Benz car scent is developed in-house by
a master sniffer and scent expert, so a spoof perfume commercial was always on the cards.
Creatives: William Loveder, Jenny McDonald, Ashley Clarke, Melissa Nunez, Alma Rivas, Khurram Hussain
Creative Director: Ole Nagatis
