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Mercedes-Benz 'I Am' website

Mercedes-Benz is to deepen the connection it has with young, ambitious car buyers through a digital campaign created by Weapon7.

The ‘I am Mercedes-Benz’ online push reflects the brand’s dynamic figureheads, partners and associates, relating these to users through a series of inspiring online stories.

Illustrating the dynamism of Mercedes-Benz and its cars, the site features brand figureheads from F1 guru Ross Brawn, through to fashion supermodel Julia Stegner.

Each brand figurehead is represented on the site, with an interactive video introducing them. Users can then go on to explore each person’s story, and from there delve deeper, discovering hotspots that lead on to other exciting areas.

The ‘I am Ross Brawn’ section features his philosophy for racing. Users can then branch off to discover the new Mercedes-Benz Petronas GP team drivers including seven times Formula One champion Michael Schumacher, and the current DTM team.

Others areas offer opportunities to investigate further Mercedes-Benz’s passion for motoring, including the new exclusive SLS AMG Gullwing supercar, already named Top Gear’s ‘GT Car of the Year’ six months ahead of its actual launch.

Jeremy Garner, creative director at Weapon7 said, “Mercedes-Benz is involved in so many exciting areas, from motorsport to the fashion industry. This was a great chance to focus attention on leading lights in their respective fields and the passion and ambition that made them the perfect partners for the brand.”

Media for the campaign was planned by Maxus.

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