THE LADAKHI TRIBE - Mercedes Benz. Adventure Beckons

The G-Class is the best off-road vehicle in its class. Mercedes-Benz wanted to convey this fact in a way that would connect directly with their target audience – adventure seekers. We banked on a simple insight: Whilst travelling far and wide in the G-Class, people will have access to remote tribes and their unique wisdom. We tied up with 12 international illustrators to freely capture the unique attributes of each of the tribes as an art expression rather than a descriptive illustration to capture attention. The illustrations stayed true to the brand colours of black and white and reflected the brand personality of elegance and exclusivity. The campaign featured unique ‘learnings’ from different tribes to generate curiosity. The ads captured the off-roading capabilities of the brand and told people that to learn more, all they need to do is set out in the G-Class