The Iconic Playlist
Award: Graphite Pencil
Graphite Pencil / Entertainment / Audio / 2024
Award: Graphite Pencil
Graphite Pencil / Radio & Audio / Brand Expression
Award: Wood Pencil
Wood Pencil / Media / Radio & Audio
Award: Wood Pencil
Wood Pencil / Direct / Radio & Audio
Award: Wood Pencil
Wood Pencil / Radio & Audio / Entertainment
Award: Shortlist
Shortlist / Packaging Design / Promotional
Mercedes-Benz is the most mentioned car brand in the history of music (16,415 references in songs). “The Iconic Playlist” highlights this deep connection between Mercedes-Benz and music to restore the brand to its rightful place in pop culture.
The idea:
Take control of the music programming of France’s most cutting-edge national radio station by playing only songs that talk about Mercedes-Benz.
The result:
An iconic playlist featuring Kendrick Lamar, Ella Fitzgerald, and Billie Eilish, along with over 756 live mentions of the brand on the radio within 24 hours, without any advertising.
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