Copywriter
Holiday Love Campaign
Mercedes-Benz tasked us with a project of global proportions—the first worldwide initiative for Mercedes-Benz. Historically, the work for each region was created by its own agency and occasionally that work would be picked up, translated, recut and reused in other markets. 2023 was the first year an agency would create deliverables for the global market as a whole.
We delivered over 500 assets to 29 countries. But the campaign’s success was measured in more than just numbers: the clients decided to refresh the creative for a second year.
While the 2023-2024 campaign was all about safe travel and the “threshold moments” of connection, this year was focused on the journey and recapturing that togetherness—this time with a focus on childlike wonder. We worked with the same director, Diana Kunst, to bring both campaigns to life.