Mercedes-Benz SUV
Journey-Dunhuang.
In mid-July, Mercedes-Benz launched its 2021 SUV Journey in Dunhuang, under the theme “Heaven and Earth Are the Journey.” The campaign featured a comprehensive SUV lineup, including the G 500 Blazing Special Edition, G63, GLA SUV, GLB SUV, GLC Coupé SUV, GLE Plug-in Hybrid SUV and Coupé, GLS SUV, and the EQC electric SUV.
Set against the landscapes of the Gobi Desert, the journey created a distinctive environment to demonstrate the range’s performance, luxury, and comfort across varied terrain. The campaign also integrated elements of local cultural heritage, positioning the experience within the historical and cultural context of the region.
Client
Mercedes-Benz
Year
2021
Category
Creative campaign
Type of Work
Advertising
Filming
I led the end-to-end creative process, from initial concept development through to final execution, ensuring a cohesive and consistently high standard of output. I maintained creative direction across multiple channels, including teaser materials, campaign key visuals, outdoor advertising, web assets, and social media content.
Campaign KV
Campaign teaser
Given that only 48 places were available nationwide, we worked closely with the client to emphasise the exclusivity of the opportunity at launch. This led to the development of “48 in a million” as the core campaign message, reinforcing its rarity and appeal.
Lifestyle influencers and automotive bloggers were engaged to amplify the campaign. By leveraging influencer partnerships in authentic, real-life settings, we successfully reached new audience segments and positioned Mercedes-Benz SUVs as a natural fit for their lifestyles.
I was also involved in on-site event filming, collaborating with the production team to capture content during KOL test drives. This resulted in three campaign videos, which were subsequently distributed across social media platforms—providing a strong and cohesive conclusion to the campaign.
Documentary film of the campaign - Ying Zhou - lifestyle influencer / GLC SUV owner
Documentary film of the campaign - Haojian Zou - photographer/writer/C-Class Coupe owner
Documentary film of the campaign - Liang Xiao - Restaurant owner/C-Class Coupe owner
A substantial volume of creative content was distributed across multiple social media platforms, significantly enhancing the campaign’s reach and overall effectiveness.
