Luxury doesn't discount, it rewards. The creative direction avoided typical retail sale cues — no red banners, no percentage-off shouting — and instead used a bold, editorial headline treatment paired with a striking abstract motion graphic, letting the offer detail sit quietly underneath.
The campaign leaned on Mercedes-Benz's own visual language — dramatic light, motion, and colour — to carry urgency, rather than conventional sale-event styling. Model-specific savings were presented as considered value ("Save up to $9,000 on EQA") rather than blanket discounting, preserving brand tone even during a deadline-driven promotional period.
One system, every touchpoint. A single visual identity carried consistently across OOH, EDM, print, paid social and digital formats — from a large-format billboard near the airport to a personalised EDM and native social placements.
Format-specific adaptation ensured the same creative worked as a fast six-second glance on a billboard and as a considered, model-by-model read in an EDM — with consistent savings messaging (EQA, GLS 400, GLB) tailored to each channel's context.
"I worked with Yibo from 2019 to 2023 and he was an incredible designer who was meticulous in his work and a fantastic person to work with."
Emily T. — Former Head of Brand & Content, Mercedes-Benz Australia
Next projects.
© 2026
