SHE’S ALL
OF US

SHE’S
ALL
OF US

The alicia keys X Mercedes-Benz Story
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A community that is not only connected, but truly connecting.

In a nutshell: With stories like Alicia’s, we helped She’s Mercedes to evolve from a popular magazine into a thriving ecosystem. She’s Mercedes is now published in 25 markets in 27 languages and has over 42m account followers across all channels.

Portrait picture of Alicia Keys in tropical surrounding.

Alicia Keys © Kennedi Carter, Mercedes-Benz AG, Looping Group

Picture of Alicia Keys photographing herself in a Mercedes-Benz.

The Intro: Mercedes-Benz is one of the world’s most popular luxury car brands. It has sought to connect and empower women through a programme of high-quality, independent editorial content. Their flagship channel for communicating with women has been She’s Mercedes magazine.

“Alicia puts heavy emphasis on her values lying in friendship, family and solace. So, I really wanted to capture land, terrain and solitude.”

Kennedi Carter, photographer

Shot outside of a Mercedes-Benz on the street.

© Kennedi Carter, Mercedes-Benz AG, Looping Group

The Plot: Capturing and sustaining attention in a branded environment requires constant reinvention, both in terms of the quality of content and the channels selected to share the content and drive engagement. To keep She’s Mercedes relevant to modern women, Mercedes-Benz needed to evolve She’s Mercedes into a 360-degree ecosystem.

Alicia & Kennedi: A roadtrip to their inner landscape.

Red and pink flowers.
Side picture of a Mercedes-Benz black car.
Picture of trees in the desert.
Picture of Alicia Keys in the desert next to Mercedes-Benz.
Close-up picture of a tree in the desert.

© Kennedi Carter, Mercedes-Benz AG, Looping Group

“We get to choose who we want to be and what life we live. 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

Picture of Alicia Keys walking through the desert.
Abstract picture of a Mercedes-Benz.

‘Top Coat’ © Johanna Jaskowska & Manuel Bueno, Mercedes-Benz AG, Looping Group

The Twist: We worked with Mercedes-Benz to ensure that She's Mercedes content embraced three core themes at its heart: inspiration, diversity, and female empowerment. We invited 15-time Grammy Award-winning singer, songwriter, musician, producer and accomplished actress Alicia Keys to be the guest Editor-in-Chief. We connected her to Kennedi Carter, the youngest-ever cover photographer for British Vogue, to capture a unique photographic essay on a road trip through Joshua Tree Park in Southern California. 

Pages of She's Magazine by Mercedes-Benz.

Crypto artists Serwah Attafua, Krista Kim and Johanna Jaskowska

A platform for women who choose to lead.

Abstract picture of a Mercedes-Benz.

‘Continuum’ © Krista Kim, Mercedes-Benz AG, Looping Group 

The Result: She's Mercedes now lives online and offline. It has evolved from a popular magazine into a thriving ecosystem. The community continues to grow through festivals, masterclasses, readings and debates. It is now 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. 

Abstract design of Mercedes-Benz case She's Magazine.

‘Top Coat’ © Johanna Jaskowska & Manuel Bueno, Mercedes-Benz AG, Looping Group 

Alicia Keys She's Magazine Mercedes-Benz.

‘Antheia 2021’ © Serwah Attafuah, Mercedes-Benz AG, Looping Group 

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