Mercedes-Benz Middle East / United Arab Emirates and Middle East / 2022Film · Social
The Road to Mecca.
A four-part Ramadan docuseries follows an Emirati pilot as he retraces an historic pilgrimage route by road in a Mercedes-Benz G-Class.
- Brand
- Mercedes-Benz Middle East
- Market
- United Arab Emirates and Middle East
- Region
- MENA
- Year
- 2022
The challenge
Give the G-Class a distinctive Ramadan story in a market crowded with automotive promotions.
The idea
Captain Nabil Al Rostamani leaves his usual life in the air to travel from the UAE toward Mecca by road, exploring the history and traditions of the journey along the way.
Results
- WARC reports more than 15 million views and a 100% sell-out for the campaign (https://www.warc.com/en/campaigns/mercedes-benz%3A-the-road-to-mecca-2ad00c4a6a834d42aca9ae639320b8ca).
Case study source: adobo Magazine Source ↗
Awards
- MENA Effie Awards 2022 — Shortlist, Automotive – Vehicles & Aftermarket and Branded Content & Entertainment (https://communicateonline.me/news/mena-effie-awards-shortlist-for-2022-is-out-now/)
Credits
- Brand
- Mercedes-Benz Middle East
- Creative agencies
- Leo Burnett and Publicis Emil Dubai
- Creative director
- Tariq Ayass
- Director
- Areej Mahoumd
- Production
- Stoked
- Director of photography
- Pol Orpinell
- Executive producers
- Rita El Hachem and Charbel Aouad
- Featured talent
- Nabil Al Rostamani
