In Portugal, owning a Mercedes still represents something which isn’t achieved by any other car. It’s almost a cultural issue dating back many decades. Owning a Mercedes means pertaining to a restricted group of people, a “family” which identifies with the status conferred by the brand. This was the sentiment we decided to exploit by providing an opportunity to these people to pertain to Mercedes-Benz’s “Official Family Album”. Each customer was entitled to write his page in the album and attach a photograph, thereby publicly demonstrating the sense of pride in driving a Mercedes by sharing this presence with all other owners.