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2020 ADC Awards - Advertising

Bertha Benz: The Journey That Changed Everything

Agency antoni garage / Berlin + Mercedes-Benz / Stuttgart + Anorak / Berlin

Client Mercedes-Benz AG
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Annual ID

ADC_ADV20_031B

About the Work

The car industry, particularly in Germany, is still a very male-dominated industry. But, things are changing, especially at Mercedes-Benz. In fact the brand has been a game changer since its beginning: it was Carl Benz who invented the first car. But it was his wife Bertha who in 1888 had the courage to take the world’s first test-drive ever. She paved the way for the thing that we now know as the car which, in turn, gave birth to the whole industry. She did not do what a woman was expected to do. On her journey she faced both prejudice and aggression, just like many women still do today. She succeeded because of her courage and power. On world women’s day 2019 we launched a 4 minutes feature film to tell Bertha’s true and inspiring story. The storytelling, the craft and the message led to an overwhelming response around the globe.