V-Class

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Mercedes

In China, vans are seen as blue-collar vehicles rather than multifaceted cars for all your needs.

So in order to change consumers’ perception of them from a transportation tool to the most versatile MPV for business, leisure, and family needs, we developed a campaign that positioned the car as a partner for every need in your life. And we also invited Roger Federer to show us different sides of himself that we never knew about.