Mercedes-Benz Fascination 2018

  • Client:
  • Mercedes-Benz Vietnam
  • Location:
  • ICE Hanoi, Vietnam
  • Date:
  • 2018


The success of 3 continous years which was organized by Square in term of idea as well as  experience, brings us the tough challenge for Mercedes Fascination 2018.

On the other hand, the event is one again held at the same venue of last year, Mercedes Fascination needs a significant change according to design concept.


Get the inspiration from the Grow Up global campaign of compact car: “As you get older, life is about following few simple rules”, and standing on a view of Mercedes-Benz, we see the   mision that makes a better life for Vietnam is very matching to the current status.  We propose a big idea “Drive The Life” for Fascination 2018. Turn the Fascination to a call for living a positive & responsible life in which Mercedes is a best companion. Each car segment with its message relevant to its target create differently positive & responsible thoughts & actions.

In order to translate this concept into execution idea, we use multi-layers-stage with 3D boombox visual effect and turn the car display area to a huge catwalk surrounding audience to imitate a mini community where the connection between Mercedes companion and human beings is to drive the life following life’s rules.


The concept helps us to reinterpret traditional values and attitudes towards Mercedes-Benz.

Big stage gives the cars performance uniquely & impressively.

Model performance interacting with emotional visual at the last performance becomes the most touching moment that raise up Mercedes’s responsibility.

Finally, The big success that makes us even more happier is the attraction of more than 10.000 visitors during 5 days.