Mercedes-Benz is viewed as a traditional symbol of success for an older generation. We had to get the five new compact cars considered by a new generation of drivers; drivers that wouldn’t dare be seen in the car that their parents own.
"Grow Up" is a brand campaign about rewriting the rules of life established by previous generations, bringing the values of Mercedes-Benz into the 21st century.
Five short films are the heart of the campaign. Over 150 single content assets made it Mercedes-Benz’s most ambitious global marketing campaign and the most adapted in brand history, coming to life in over 50 countries.
Press: adage.com , hypebeast.com, billboard.com , highsnobiety.com
Role: Creative Director
Year: 2017