Mercedes-Benz connects and empowers women through editorial content. Their flagship is She’s Mercedes magazine. Sustaining attention in a branded environment requires constant reinvention. She’s Mercedes needed to evolve into a 360-degree ecosystem.
“We don't have to accept what's always been. We can write, create, dream, the future.”
Alicia Keys, She’s Mercedes guest Editor-in-Chief
Alicia Keys © Kennedi Carter, Mercedes-Benz AG, Looping Group
THE CHALLENGE
Mercedes-Benz connects and empowers women through editorial content. Their flagship is She’s Mercedes magazine. Sustaining attention in a branded environment requires constant reinvention. She’s Mercedes needed to evolve into a 360-degree ecosystem.
A roadtrip to an inner landscape.
© Kennedi Carter, Mercedes-Benz AG, Looping Group
OUR APPROACH
We invited 15-time Grammy Award-winning singer, songwriter, musician, producer and accomplished actress Alicia Keys to be the guest Editor-in-Chief. We then connected her to Kennedi Carter, the youngest-ever cover photographer for British Vogue, to capture photographic essay on a road trip through Joshua Tree Park.
‘Top Coat’ © Johanna Jaskowska & Manuel Bueno, Mercedes-Benz AG, Looping Group
A platform for women who choose to lead.
Crypto artists Serwah Attafua, Krista Kim and Johanna Jaskowska
THE RESULT
She's Mercedes now lives online and offline. It is published in 25 markets in 27 languages and has over 42m account followers across all channels. Alicia proudly shared her story with her 22m Instagram followers. She's Mercedes inspired over 62m people.
‘Continuum’ © Krista Kim, Mercedes-Benz AG, Looping Group
‘Top Coat’ © Johanna Jaskowska & Manuel Bueno, Mercedes-Benz AG, Looping Group
‘Antheia 2021’ © Serwah Attafuah, Mercedes-Benz AG, Looping Group