Inclusion is unstoppable
Mercedes-Benz accessibility campaign
Independence for every body.
A car takes people from A to B. And these people always look the same in ads. They are perfect people with all too perfect bodies. But there is one community that actually depends on mobility like no other: People with disabilities.
With driving aids that cater to individual needs, Mercedes-Benz enables people with disabilities to keep moving. Embracing a look and feel that lives up to the identity of a true luxury brand Mercedes-Benz chose a bold new way.
Turning driving aids into fascinating pieces of engineering. And people with disabilities into confident characters. Moving as one with the global Mercedes-Benz family and proving that: inclusion is unstoppable.
Who says you need arms to embrace who you really are?
Alongside our driving aids, the campaign focuses on three real-life role models. Lou, Luc and Leon — each with a different inspiring story and driven character, take the narrative of being unstoppable to the next level.
But instead of aiming for the next tearjerker, we chose to portray them as bold representatives, embedded in an abstract world and styled to perfection. Not all heroes wear capes – some wear Balenciaga.
The driving aids, on the other hand, were staged and captured as marvels of modern engineering. Showcasing technology, that normally isn't visible to a broader audience in all its glory and detail.
© 2024 CWEI — Arnt Christmann & Simon Cazzanelli