Situation: the launch of a family-oriented Mercedes-Benz van tailored for young adults posed

Challenge: Seduce young adults given the brand's traditional association with their parents' generation.

Brief: Infuse the Mercedes-Benz family van range with a vibrant, youthful essence to connect authentically with its future drivers.

Objectives: Craft a campaign that joyfully mirrors the lively transitions young adults face as they journey into adulthood: from growing families to evolving passions and dreams.

This bespoke illustration, exclusively created by Toby Leigh for Mercedes-Benz, exemplifies his distinctive style. Renowned as an award-winning illustrator and artist, Leigh possesses a keen eye for the unconventional. His work is frequently featured in esteemed publications including the Guardian, The Times, the Independent, Esquire, Empire, and Time Out.

The impact of the campaign was profound, transcending industry norms and resulting in a

significant uptick in sales of the Classe T family van. By breaking the conventions of the sector and infusing the campaign with a fresh, youthful essence, we reached a broader audience and sparked heightened engagement. This departure from traditional advertising methods not only captured attention but also drove a notable change in consumer behavior, with more individuals gravitating towards the Mercedes-Benz brand. Consequently, the perception of the brand shifted positively, positioning Mercedes-Benz as innovative and in tune with the evolving needs and desires of young adults. These achievements surpassed our initial objectives, solidifying the campaign's success in revitalizing the brand's image and driving tangible results in sales and consumer perception.