The Mercedes-Benz Grow Up campaign focused on the New Generation Compact Car range. Of the top three premium vehicle brands, Mercedes-Benz was viewed as the most traditional.
Mercedes-Benz set out to re-energise this brand perception.
The campaign tapped into the cultural truth that people are unwilling to let life stage and subsequent responsibilities steal their youth. Through this insight, the Grow up campaign was born. Each model was assigned its own statement which set to confront traditional social norms and celebrate the qualities that are prevalent in the younger generation of today.