Mercedes-Benz: The Power Suit
The Ask
Mercedes-Benz Canada tasked us with bringing She’s Mercedes to life in a way that would set a new global benchmark, positioning the brand as the most attractive premium automotive choice for women. Acting as strategic partners, we were responsible for defining and launching the platform in Canada, while driving meaningful consideration among female consumers and aligning the brand with themes of power, style and confidence.
All of this needed to happen in the midst of a global pandemic, without the traditional tools of live events or in-person networking that the platform was built on.
Our mandate was to reimagine She’s Mercedes for the moment, creating a culturally relevant, purpose-driven program that would resonate deeply with female career starters, entrepreneurs and executives, and inspire a connection to the brand that extended far beyond the utility of purchasing a vehicle.
The Approach
We redefined She’s Mercedes through a powerful cultural insight. At a time when women were navigating unprecedented pressure, the confidence gap had never been more pronounced, and the need for representation, connection and empowerment had never been greater.
Grounded in three core pillars, power, confidence and innovation, we identified an ownable creative territory that would spark conversation and build emotional connection: the power suit. A timeless symbol of authority and self-expression, the power suit became our vehicle, both literally and figuratively, to explore what power looks like for women today.
We partnered with renowned Canadian designer Kimberly Newport-Mimran of Pink Tartan and three influential Canadian women, Melissa Grelo, Stacey McKenzie and Mitsou Gélinas, to co-create a limited-edition collection of power suits. Each design embodied a unique perspective on leadership, resilience and personal style, while their stories brought authenticity, relatability and depth to the campaign.
The program extended beyond storytelling into purpose. Each suit was sold with proceeds supporting Dress for Success, reinforcing Mercedes-Benz’s commitment to tangible impact.
To bring the campaign to life in a fully virtual world, we executed a layered, 360-degree rollout. This included teaser content, strategic media relations and integrated partnerships with ELLE Canada, ELLE Québec and The Social. We hosted an exclusive virtual media preview featuring Mercedes-Benz leadership and the designer collaboration to drive strong editorial coverage.
Anchored around International Women’s Day 2021, the campaign reached an emotional peak as each Power Woman gifted her suit to a mentee. These moments were captured through powerful video storytelling that became the heart of the campaign. We further amplified reach through a mix of paid partnerships and organic influencer engagement, with creators bringing the suits and the message to life across their own channels.
The POMP
The She’s Mercedes Power Suit Project became a defining campaign for both the brand and the platform globally, proving the power of purpose-led, content-first storytelling.
40M+ traditional media impressions across 30 pieces of top-tier coverage, including ELLE Canada, Globe and Mail Style, eTalk and Fashion Magazine
12.5M+ social impressions driven by 60+ posts and widespread influencer engagement
Best-performing She’s Mercedes digital campaign globally across website and video content
30%+ increase in newsletter sign-ups and test drive bookings among female consumers
Beyond the numbers, the campaign sparked meaningful cultural conversation at a critical moment and redefined how Mercedes-Benz shows up for women. It was recognized globally within the She’s Mercedes network as best-in-class, setting a new standard for future markets and proving that even in the most constrained circumstances, bold ideas can drive extraordinary impact.