Mercedes-Benz Design & Branding WHAT DRIVES US by Mercedes Benz, Razorfish New York

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Industry Cars
Media Design & Branding
Market United States
Agency Mercedes Benz
Associate Creative Director Daniel Chen
Executive Creative Director Frederic Bonn
Copywriter Rogerio Baran
Designer Wonjun Song, Sara Syms
Producer Justin Wallace, Chris Toliver
Agency Razorfish New York
Released May 2010

Credits & Description

Category: Online Digital Design
Product/Service: AUTOMOBILE
Date of First Appearance: May 5 2010
Entrant Company: RAZORFISH, New York, USA
Entry URL:
Executive Creative Director: Frederic Bonn (Razorfish)
Associate Creative Director: Daniel Chen (Razorfish)
Senior Art Director: Samuel Luchini (Razorfish)
Copywriter: Rogerio Baran (Razorfish)
Senior Copywriter: Tim McCormick (Razorfish)
Copy Lead: Reid Armbruster (Razorfish)
Designer: WonJun Song (Razorfish)
Designer: Sara Syms (Razorfish)
Flash Developer: Joey Maese (Razorfish)
Flash Developer: Luis Santi (Razorfish)
Interaction Art Director: Chad Drobish (Razorfish)
Producer: Justin Wallace (Razorfish)
Producer: Chris Toliver (Razorfish)
Information Architect: Nick Heasman (Razorfish)
Technology Director: Tom Bailey (Razorfish)
Information Architect: Christian Wallin (Razorfish)
Technical Architect: Ke Xu (Razorfish)
Video Editor: Kris Kaczor (Razorfish)
Music Composer: Mathieu Baillot
: Eric Jillard
Media placement: Website - - 5 May 2010

Describe the brief from the client
Simply put, the goal was to allow consumers to learn about the core values, philosophy and legacy of Mercedes-Benz, as manifested in its latest vehicles – in a whole new way.

Describe the challenges and key objectives
- Create an immersive, full-screen experience focused on the Mercedes-Benz brand
- Communicate what Mercedes-Benz stands for in a compelling new way
- Engage consumers
- Help increase sales of Mercedes-Benz vehicles

- The difficulties inherent in telling a brand story with product-specific messages and product-specific media support
- Video and photographic assets had to be collected from more than 10 different sources in the U.S. and in Germany. Usage rights also had to be secured for all of them.

Describe how you arrived at the final design
- Rather than organize the experience around vehicles, we organized it around a series of “driving principles” that guide how all Mercedes-Benz vehicles are designed, engineered and manufactured. That way, consumers could engage with and learn about the brand as a whole before focusing on a particular vehicle.
- Tech-savvy consumers want to actively explore, rather than sit through a passive experience. To engage them and keep them engaged, we used all the tools at our disposal

Give some indication of how successful the outcome was in the market
- In May 2010 (the month of launch), sales of new Mercedes-Benz vehicles increased by more than 22% over the same month the previous year. 2010 YTD Mercedes-Benz new vehicle sales are up 18% over the same period in 2009
- “What Drives Us” became an overarching message that was incorporated into all MBUSA’s advertising