Mercedes-Benz Malmö — I Eat, Therefore I Hunt

Objective

Elevate perception of the G-Wagon within a premium audience — targeting 35–55 Nordic luxury buyers with high lifestyle affinity. Strengthen emotional brand affinity. Create adaptable content for showroom and digital platforms. Establish a long-term creative direction for the dealership.

Strategy

The campaign shifted focus from vehicle features to lived experience. "I Eat, Therefore I Hunt" followed a hunter-chef navigating extreme terrain — connecting culinary philosophy, identity, and performance capability with the G-Wagon's character. The storytelling approach positioned the vehicle not as transportation, but as an extension of personal ethos. Audience segmentation focused on high-net-worth individuals with interests in gastronomy, outdoor culture, and craftsmanship — ensuring the narrative resonated beyond typical automotive demographics.

Execution

Developed and pitched the trilogy concept. Wrote and storyboarded the film. Directed production. Shot, edited, and color graded. Structured cross-channel rollout. The film was deployed across showroom large-format screens, social media channels, and website — designed to function both as a looping in-store experience and a digital engagement asset.

Results

• 4.2x increase in social engagement compared to previous video material
• Increase in dealership traffic
• Approved continuation into a three-part campaign series
• Established ongoing creative collaboration

Deliverables

• Hero brand film
• Social cutdowns
• Dealership display master
• Multi-platform video assets