The brief from the client was to create an insert for popular automotive magazines to communicate the heritage, quality of engineering and design landmarks of the Mercedes-Benz brand. It was to give prospects a glimpse of what lies behind every Mercedes-Benz. The piece was to entice them to discover more with brochures and a test drive. It was also designed to make them appreciate the brand for what it is, one of the greatest marques in the world.

Mercedes-Benz had a great story to tell. In fact, there was such a wealth of stories, historical firsts and technological achievements that we felt there was need for a much bigger piece than the client first envisaged. Our solution was a beautifully designed and detail-rich A2 poster. Over 100 powerful stories were unearthed, more than 2,000 words, 300 retouched illustrations and 50 different type fonts were crafted. All beautifully put together with the passion and love of detail with which the cars themselves are built. It became a fascinating and detailed insight into the brand for the 'petrol heads'.

This reminded the motoring enthusiasts of what an amazing brand Mercedes-Benz is to such an extent, that there were over 3,000 unique respondents. Amazingly, from a piece that was generally conceived as just a brand piece, there were 80 brochure requests and the client has been impressed by the 75 test-drives to date.