Because it’s Mercedes-Benz.
Winner
Excellence in Brand Strategy and Creation
Brand Impact of the Year
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 embodies elegance, quality, and pioneering engineering – values that are powerfully conveyed through the "Because it’s Mercedes-Benz" campaign. The campaign impresses with its consistent brand management, making core values such as trust, love, and respect universally tangible. The iconic Mercedes star is skillfully transformed as a visual element to convey diverse messages. The precise integration of analog and digital channels highlights the project's strategic strength, which captivates with its emotional and aesthetic impact.
