In South Africa, the United Nations High Commissioner for Refugees has a Big-Hairy-Ambitious-Goal: to significantly reduce the high levels of xenophobia towards refugees. Most of the approximately 500.000 refugees entering South Africa annually have an illegal status and form a threat to the already huge unemployment problem in the country. One of the key UNHCR roles is to work closely with the Government’s Department of Home Affairs and other partners to create awareness and build tolerance toward refugees and asylum-seekers through public information campaigns against xenophobia and interventions at the community level designed to facilitate dialogue.
Most of the time, when developing a car brand, people produce communication which plays to the rules of the market. They focus on shots of the car; power and comfort are embarrassingly mandatory; sex is often a subtext somehow. But you always keep your ears and eyes wide open. In this case, we picked up on a story from one of our account managers; his wife and child survived a horrific accident in a Mercedes-Benz. Hang on a minute, we said. Skip the rules of the market. Forget the diagram of the safety cell. Let’s get to the heart of the matter: a young girl’s life was spared. Let’s see if that can add a valuable chapter to Mercedes-Benz’s already compelling brand story. Full page newspaper ad for Sonnenberg, Murphy, Leo Burnett. Written by Mark Varder. Photography by Michael Meyersfeld. Winner at the Clios awards, winner at the Clios, winner at Communication Arts.
The Mercedes-Benz Sprinter is a light, heavy and remarkable agile commercial vehicle, built by Daimler AG of Stuttgart, Germany as a van that delivers about anything you can think off. In record times. Photography by Michael Lewis – For Sonnenberg Murphy Leo Burnett