AD CAMPAIGN

chosen family

The 2018 LGBTQ+ digital campaign for Mercedes-Benz aimed to celebrate the “chosen family,” a family unit of non-blood related members commonly found within the LGBTQ+ community. Part of the LGBTQ+ experience is finding and choosing the people (and things) in one’s life that will fuel them through life’s journey. For the LGBTQ+ Mercedes-Benz driver, their vehicle and the brand is part of that support system, and Mercedes-Benz wanted to reaffirm their support for their drivers, their moments, and for the LGBTQ+ community as a whole. Our film director is Jason Evans, who has worked closely with the community through his films.