Mercedes-Benz wanted to strengthen their brand within the Millennial target audience. Our task was not to sell cars tomorrow, but rather to build a trustworthy foundation for reaching the culturally aware youth audience in a relevant way.
We were asked to solve the challenge with a longlasting solution. In close collaboration with Mercedes we built the Prxjects platform where the purpose is to help artists and art forms evolve where market powers don’t do the job. The strategy was to turn Mercedes into an active culture catalyst, rather than a static sponsor.