130 Years of Perfection
Conceptual Work
INSPIRATION
Mercedes-Benz celebrated its 130th anniversary in 2015. As a passionate Formula One fan and car lover, I was curious to see how I could create a series of ads for this legendary brand.
I immersed myself in the brand, history, passion for racing, and pursuit of excellence. The big idea comes from the brand’s mission; to always be the first to innovate, advance, and transform the way we move. The two poster concepts below show how Mercedes-Benz is never afraid to go bold and will continue to innovate for another 130 years.
Update
“The best or nothing” has been the Mercedes-Benz battle cry for over a century. The phrase was first coined in an advertising campaign in 1902 wherein it perfectly encapsulated the brand’s philosophy of offering only the very best products to its customers, which is relevant up to this day². Mercedes-Benz’s positioning statement, “The Best or Nothing,” emphasizes perfection in engineering, safety and luxury at the highest level. This philosophy projects elitism and intrigues consumers who share the same ideology.
In early 2019, Mercedes-Benz reignited the tagline “The Best or Nothing.” Nice to see I was headed in the right direction with this concept and execution.
