Cannes Contenders: The Royals

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

Poster_hero_landscape_copy_web.jpgMercedes-Benz Vans: Tough Conversations
The Royals
The Australian ute market has been built on a history of 'toughness' defined by traditional masculine stereotypes but a growing number of Australians believe there is more complexity and depth to toughness than these stereotypes suggest. When it came time for Mercedes-Benz to launch the new X-Class, the first ever Mercedes-Benz ute, The Royals needed to tell a new story, one that reflects modern Australia and the evolution of tough. Enter Henry Rollins, Punk-rock icon and a man who embodies this new type of tough. Driving across Australia, Rollins met Aussies from all walks of life challenging cultural conventions around what makes someone or something tough. Tough Conversations is an integrated, content-driven campaign that includes; PR, DM, social and online content, a radio partnership (Triple M), a 5 x part podcast series and a one-hour documentary that aired on Network Ten (ONE).

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