Green Streets, Strong Routes
MERCEDES-BENZ VANS
A campaign that reimagined the electric van as a partner in small business growth.
Strategic Focus - Humanise electric mobility by showing how small businesses power Britain’s transition to greener streets.
“Green Streets, Strong Routes” was created by spending time with the people who rely on their vans the most. From bakery owners to delivery specialists to service trades, we listened to the concerns, motivations, and ambitions of more than 40 local businesses before shaping our insights and creative. The result was a campaign that felt lived in, rather than imagined.
Anchored by…
Outcome
- Reframed Mercedes-Benz Vans as a credible partner for modern SME owners, not just a vehicle brand.
- Grew e-Vito fleet enquiries, LinkedIn engagement and positive sentiment around EV adoption.
- Made sustainability messaging feel commercially useful by grounding it in real business stories.
- Secured regional SME voices as the campaign's creative backbone, building trust where it mattered most.
Contribution
- Shaped the full creative and strategic framework from brief to delivery.
- Designed the SME research methodology and interview approach.
- Built the ambassador and storytelling architecture around Harpreet Kaur's profile.
- Directed art direction, tone and narrative across shoot, edit and platform output.
- Guided distribution strategy across LinkedIn, YouTube and Instagram.