When we met street photographer and performance artist Stefan Gbureck, we figured out that one of his favourite topics, "being on the road", fits perfectly with the ambition of our client Mercedes-Benz who reinvents the future of mobility everyday. So "Tramp a Benz" began as an experiment. When we came up with the idea to prove the claim "The best or nothing" in reality, the most difficult part of the promotion was up to Stefan: finding Mercedes drivers who would give him a ride. To spread his experiences, we created a photo blog, a photo book and several exhibitions.

Stefan's journey was followed by thousands of readers on his blog. Additionally, the exhibition and the photobook made his story accessable to an even bigger amount of people.

Bloggers commented on the project and the high ambition of a hitchhiker travelling with Mercedes only. The project was always related directly to the new claim "The best or nothing".And as "Tramp a Benz" supported the brand communication, it helped to raise the recognition of the claim "The best or nothing" from 0% to 42% in 2010.