Award: CAMPAIGN CATEGORIES \ C06. Best Creative Idea

In 2019 Mercedes-Benz Hong Kong made a forward-looking move and wanted to rejuvenate their brand to appeal to a younger audience leading modern lifestyles and falling in with a new creatively focused global mindset. With that in mind, the client desired to produce a most compelling event in Hong Kong.

The envisioned experience brand would present ‘the best new experiences for a next-level lifestyle’ within an experiential frame-work and lead up to a mega-festival that would run habitually every year. We called it “Mercedes-Benz BAM Festival. New. Next. Now.”

Over the weekend of 12th-13th October, at the Central Habourfront over 12,000 guests witnessed automotive, technological innovation, lifestyle, fashion, food and drink, urban living, sustainability, e-sports and entertainment intersect and saw Mercedes-Benz established as a thought-leader for progressive lifestyle choices that resonates with millennials.