Award-Winning Creative Campaign
Overview:
Built for the wild, the Mercedes-Benz G-Class meets every terrain—but what about its drivers? The Tribal Rapport Field Guide was created to ensure safe, friendly encounters with remote tribes during off-road adventures.
Built for the wild, the Mercedes-Benz G-Class meets every terrain—but what about its drivers? The Tribal Rapport Field Guide was created to ensure safe, friendly encounters with remote tribes during off-road adventures.
Concept:
We crafted a 115-page, leather-bound guide featuring 12 tribes illustrated by 12 international artists. Each chapter included cultural insights and goodwill tokens to foster respect and connection. The design reflected the G-Class’s spirit of adventure—monochrome visuals, Japanese binding, and brand-consistent typography.
Impact:
The guide was gifted to 50 key clients and showcased alongside the G-Class in showrooms. Demand surged, leading to reprints across Dubai and the region. More than a booklet, it reinforced Mercedes-Benz’s off-roading legacy and human connection.
Awards & Recognition:
Gold, Silver & Bronze at One Show, D&AD, Dubai Lynx, Loeries, Clio,
Cresta, Cristal Festival
Cannes Lions Shortlist
Grand Award – New York Festivals 2016
AWARDS WINNING
