CHRIS WILLO
CREATIVE DIRECTOR
Europe - China - Korea
大G
The first-ever
Electric G
Background:
The Mercedes-Benz G-Class, an icon of rugged luxury since 1979, has long symbolized durability and prestige. As the world shifted toward electrification, the challenge was to adapt this legendary SUV for a sustainable future without losing its essence.
Insight:
Leading up to the world premiere, we decided to focus on a social-first approach. Benz has always been a “meme-worthy” brand, so we embraced the internet and went all-in on the hype.
Idea:
The Electric G has a trick up its sleeve.
Benz calls it differential locking, meme artists call it the G-Spin. So we went with that and turned internet slang into official Benz communication.