The Mercedes-Benz Sprinter launched in South Africa before a single unit had arrived in the country, so the campaign had to sell a vehicle nobody there had actually seen. The visuals were built by taking existing reference photography of the van, matching it to the new model's spec, then compositing it into new environments and illustrated elements to create images that read as shot on location.
Built around #ThatSprinterSpirit, the work targeted five distinct buyer groups: tourism, taxi/Inkanyezi, trade, logistics, and the general range, each needing a different reason to believe the Sprinter could do their specific job, rather than one generic 'versatile van' pitch.
CLIENT: Mercedes-Benz
AGENCY: Joe Public
ROLE: Art Direction, Design
