Mercedes-Benz: The Green Theory 

What is the Green Theory
The Green Theory campaign is dedicated to the thought that something as simple as fun is the easiest way to change people’s behavior for the better. Be it for yourself, for the environment, or for something entirely different. The Green Theory  campaign, an initiative to get people to change their bad behaviors and ultimately, how they feel about driving environmentally friendly cars by allowing them to see the fun side of acting responsibly.

The Ask
Apply new rules of branding to Mercedes-benz. A campaign that illustrates a modern approach to brand strategy and creative output.

The Background
The Green Theory is about reminding us that through novelty things can be interesting and made fun. When something is both novel and fun, it becomes intrinsically rewarding and we love doing it. It can have a lasting effect, because when you do something fun you not only feel good about what you’re doing at the time, but afterwards you want to do it again. Fun can be addictive which makes it powerful.

The Target
Multicultural (MC) Millennials are individuals 18-29 that are of African American, Hispanic or Chinese descent. They typically identify with their heritage or country of origin and assimilate to American life based on how long they’ve been in the country. They lead a life full of passion. They strongly believe in the importance of authenticity and expressing themselves. They hold personal relationships and education to a high priority. They embrace technology as a part of their everyday life.

The Insight
Social media technology will have a crucial role in environmental involvement and in encouraging sustainable behaviors in the automotive industry. Sustainable development
is becoming a crucial topic for many millennial consumers. Social media technologies have gained increased attention for their potential to amplify environmental concerns
and encourage sustainable behaviors among millennials. 

The Strategy
“The Green Theory” is a series of Mercedes-Benz branded experiments, captured on video, to find out if making the world more green and fun can improve people's behavior when it comes to sustainability. The campaign will also feature information on the importance of sustainability. 

The Creative
Ask people to shoot and share photos or videos of themselves or friends using Mercedes-benz brand in their everyday life. Ask people to get creative and write a poem using certain words or imagery associated with the Mercesdes-benz brand.