Mercedes-Benz Trucks
Mercedes-Benz Trucks had a clear goal at IAA 2024: to convince the transport and logistics industry of an electric future. But how do you win over people who aren’t exactly keen on change — and who aren’t even at the trade fair?
We created an inspiring late-night format that presents transformation as a natural part of life — full of opportunities and possibility.
No industry jargon, no marketing waffle. Instead, compelling stories, playful moments, and strong, memorable personalities.
“TRANSFORMED!” is a late-night show with the full package — stage, host, sidekick, band, sofa, and brilliant guests. Produced daily at the fair and streamed each evening.
Working closely with our digital partner agency "We Are Social", we produced high-quality video content for Mercedes-Benz Trucks’ social channels.
The website brought it all together — daily show updates, inspiring content, and interactive experiences. A central hub that kept the IAA feeling alive online.
That’s how we opened hearts and minds to the idea of transformation — and laid the groundwork for Mercedes-Benz Trucks’ strongest arguments.
Behind the scenes, every detail was orchestrated with care and creativity — from editorial and casting to set design and overall coordination.
Facts:
Campaign
A traditional portafilter machine is the epitome of high-end coffee artistry. Will this be lost with the introduction of the new semi-automatic WMF espresso NEXT?
Campaign
Bosch Health Campus brings together all of the Robert Bosch Stiftung’s activities in the field of health—with a focus on treatment, research, education, and funding.
Product Campaign
How many pairs of glasses do you really need to get through everyday life comfortably? A pair of sunglasses, a pair with clear lenses, a pair with blue light filters? The product campaign for ZEISS PhotoFusion X lenses highlights their adaptability in various key visuals.
