Mercedes-Benz X-Class 'Tough Conversations'
For decades, the ute segment has prided itself on the physical characteristics associated with ‘toughness’. Mercedes-Benz Vans and The Royals set out to challenge these stereotypes in the launch campaign for the new Mercedes-Benz X-Class by exploring what toughness means today – with help from iconic punk rocker Henry Rollins.
The integrated content-driven campaign, ‘Tough Conversations’, includes a podcast series, radio partnership, PR, eDMs, social and online content, and a one-hour documentary, which aired on Australian TV in April.
With a mission to create unnatural change to propel brands and culture forward, The Royals has remained a consistent creative force in the Australian advertising landscape since our inception 10 years ago. We work side by side with clients to take calculated risks, not leaps of faith. Our clients include Deliveroo, Coopers Brewery, Mercedes-Benz Vans, Coates, Smartpay, Prospa, Koala, DON Smallgoods, AustralianSuper, MOSH, Guide Dogs Australia and Wild Secrets.
For more information, visit http://theroyals.com.au/
To become a more interested person,visit https://everybodyknows.com.au/
