AD CAMPAIGN

never cease / strive beyond

never cease/
strive beyond

The idea of 2017 LGBTQ+ digital campaign for Mercedes-Benz was born from recognizing the need to hear and say “don’t give up,” “keep going,” and “keep aiming high despite what is happening now!” In that year, the climate was filled with uncertainty and fear, as well as marches and activism. It was this movement on the city streets that inspired the concept of “Never Cease/Strive Beyond.” Mercedes-Benz wants to be a motivational voice in the lives of their LGBTQ+ drivers.

The idea of 2017 LGBTQ+ digital campaign for Mercedes-Benz was born from recognizing the need to hear and say “don’t give up,” “keep going,” and “keep aiming high despite what is happening now!” In that year, the climate was filled with uncertainty and fear, as well as marches and activism. It was this movement on the city streets that inspired the concept of “Never Cease/Strive Beyond.” Mercedes-Benz wants to be a motivational voice in the lives of their LGBTQ+ drivers. TEST