Caroline Collins

mercedes-benz u.s. international

Campaign

The Mercedes-Benz manufacturing plant in Vance, Ala. is an instrument of efficiency. As such, Mercedes decided to expand the facility to include production of the new EQ Electric SUV. While this change has many benefits, it also means more work for employees, and that can damage morale. We created a campaign that casts employees as heroes responsible for making world-class vehicles. Campaign components include both internal and external messaging, outdoor boards, recruitment print ads, and a Team MBUSI microsite highlighting stories that champion the people behind one of the finest automobiles in the world.