Because it’s Mercedes-Benz.
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
What makes Mercedes-Benz products special? How do you feel that we always go one step further? The campaign “Because it’s Mercedes-Benz” showcases a selection of the millions of details, innovations, and moments of inspiration that make all the difference. The campaign tells stories around unique highlights – internally called “Nuggets.” They bring our brand values to life: Ease, Trust, Love, Respect & Desire. Visually, the iconic Mercedes-star leads the way. It transforms its appearance to reflect each individual brand value. This global campaign has been rolled out across a wide range of external and internal channels and will continue in 2025.
The Jury‘s Statement
Mercedes-Benz is globally synonymous with quality, elegance, and technical perfection. The campaign "Because it’s Mercedes-Benz" masterfully combines a clear, timeless message with emotional storytelling. The short, concise stories – known as Nuggets – effectively and authentically convey the brand's core values. Particularly striking is the visual execution, where the Mercedes star is harmoniously adapted to reflect these values. This consistent and sophisticated communication sets new benchmarks in digital brand communication.
