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the brief
When you think of G-Class, you think sturdy tyres, off-roading, rugged landscapes. But most times when you see a G-Class, it’s living the city life, far from the wild. Mercedes wanted to bring the G-Class back to its natural habitat, both on audiences’ social feeds, and in their minds.
the idea
We took the car out of Mitte to the middle of nowhere – taking an off-road tour of Iceland’s mountains, valleys and waterfalls and demonstrating G-Class’s daring ability to drive across some of the wildest landscape around. Cos when you’re in a G-Class, you’re truly ‘Stronger Than Limits’.
my role
I established the creative platform that drove and underpinned the campaign, ‘Where The Road Ends, The Adventure Begins’, as well as creating the scripts, storyboards and pre-production details for each piece of content. After production wrapped, it was straight into edit, where I oversaw the final delivery and and social rollout.
what happened next
The campaign was the g-class channel’smost successful series in 2025, achieving a 5.8% organic engagement rate and a 11.39% paid click-through rate. The results were so positive that the 2026 campaign is kicking off as you read this.