Car advertising is generally found in magazines – but the advertising for the G-Class took things to a higher level. On every mountain in the German Alps there is a summit log for climbers to sign when they reach the top. A team comprising an art director, copywriter and illustrator climbed five German peaks, and drew advertisements for the G-Class in these summit logs.

Increased awareness among the target group: within three months of the launch date, around 190 customers had spoken to dealers and taken a test drive as a direct result of this campaign.