Becoming … – RETOUCHED-STUDIOS post-produces the 2023 employer campaign for MERCEDES-BENZ & an UPDATE-23-BERLIN exhibitor
Camila Armbrust c/o Shotview Artists Management photographed the 2023 employer campaign for MERCEDES-BENZ. Posing for her camera were a diverse variety of models chosen to convey the ‘Becoming… One of Us’ claim. A visual element consistent throughout the 40 motifs is the sky, symbolizing the company that connects all individuals worldwide – regardless of age, ethnicity, gender, religion or sexual orientation.
The executive agency was MDCT AG with post production by the Hamburg-based RETOUCHED-STUDIOS.
Themed upon ‘Becoming… One of Us’, Mercedes-Benz has launched a new international campaign to position itself continuously as an attractive employer in the job market. With this campaign, Mercedes-Benz expresses its conviction that the success of the company depends to a large extent on employees realizing their full potential in their work – with their technical expertise, pioneering spirit and uniqueness. Over the course of this campaign, the employer value proposition has also been redefined: ‘Together for excellence’.
“More than 160,000 applicants in 2022 in Germany alone show: Mercedes-Benz not only builds desirable cars but is also a sought-after employer, underlined in our new employer branding campaign in which we focus on people and their individual development. ‘Together for excellence’ is a promise to our workforce, which delivers top performance. We heavily invest to create a modern and motivating working environment for our team. The measures range from mobile working and flexible work time models to an attractive remuneration package. Above all, there is a culture of respectful cooperation and appreciation based on integrity, diversity and sustainability.” Sabine Kohleisen Member of the Board of Management of Mercedes-Benz Group AG, Human Resources & Labour Director.
Around 170,000 people from nearly 150 nations work at Mercedes-Benz worldwide. The campaign invites prospects to become part of the Mercedes-Benz team and discover the diverse development opportunities for themselves.
The campaign is made up of a media mix with a main campaign film as a 60-second commercial, 10- and 15-sec. versions for social media as well as more than 40 motifs for different target groups and work areas. The career website has also been thoroughly redesigned. Numerous context-related images complement the visual world.
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