MERCEDES-BENZ
TRIBAL RAPPORT
FIELD GUIDE
Background:
The Mercedes-Benz G-Class is built to satisfy the human need for adventure. And while it is impervious to everything that nature throws its way, the same could not be said of its drivers in case of a hostile encounter with a remote tribe.
Execution:
We created a guide that would help turn a potentially unpredictable reception into a hospitable one with tribes from around the globe. Along with a detailed description of the tribes, in each section of the book, we added a token of goodwill that would appease their precarious beliefs and customs, and thereby fetch the drivers a warm reception and safe passage. The 115-page leather-bound book had Japanese binding and featured 12 international illustrators who brought to life the 12 tribes with unique art expressions. It followed a black and white color scheme and the brand typography to evoke the spirit of adventure of the G-Class.
Result:
We handed out the Tribal Rapport Field Guide to 50 potential and existing customers and exhibited 1 copy next to the G-Class in the Mercedes-Benz showroom. We were filled with requests for copies and are now printing an additional hundred for Dubai and more for the region. But more importantly, the guide helped establish the brand’s off-roading capabilities and G-Class owners can now make friends on all of their adventures.
AWARDS WINNING:
New york festival awards 2016 | Design Publication & business communication | Grand award
D&AD Awards, 2016 | Direct Mail | Direct | Shortlist
One Show, 2016 | Consumer | Print | Dimensional Mailing | Gold Pencil
One Show, 2016 | Consumer | Collateral Design | Booklets, Brochures & Product Catalogues | Silver Pencil
Dubai Lynx, 2016 | Direct DIRECT USE OF DIRECT MARKETING | MAILINGS SILVER
Dubai Lynx, 2016 | Direct DIRECT PRODUCT/SERVICE | CONSUMER PRODUCTS BRONZE
Dubai Lynx, 2016 | Design PUBLICATIONS & BRAND COLLATERAL BRONZE
Dubai Lynx, 2016 | Direct DIRECT PRODUCT/SERVICE | CONSUMER PRODUCTS BRONZE
Dubai Lynx, 2016 | Design PUBLICATIONS & BRAND COLLATERAL BRONZE
Red Apple International Advertising Festival, 2015 | DM-materials and souvenirs | Third Bronze
Red Apple International Advertising Festival, 2015 | Communication design Print design | Third Bronze
Red Apple International Advertising Festival, 2015 | Communication design Print design | Third Bronze
Cristal Festival, 2015 | Design Books | Cristal Gold
Cristal Festival, 2015 | Design Illustration | Cristal Gold
Cristal Festival, 2015 | Design Illustration | Cristal Gold
The Loeries Awards, 2015 | Communication Design Direct & Promotional Mail | Type A | Gold
Cresta Awards, 2015 | Design (Publication Design) | Bronze
Clio Awards, 2015 | Design Direct Marketing | Silver
Cannes Lions 2015 | DESIGN | VISUAL LANGUAGE & GRAPHICS | PRINTED BOOKS | SHORTLIST
AWARDS WINNING
