The Van products from Mercedes-Benz required a story that shows their true character as an essential vehicle in everyday life. With this, the Artigenio project was set up, a collaborative partnership between the Italian artisans’ confederation Confartigianato and Mercedes-Benz, putting the spotlight on the key values of the brand and its products.

From North to South.

Five cities in five different regions; five different businesses with unique characteristics that have managed to combine exceptional craftsmanship with cutting-edge technology to achieve excellence in their respective fields.

With the Artigenio project, Mercedes-Benz has chosen various assets:

in addition to a digital initiative with magazines and short video clips, the brand organised a tour around Italy to promote the very best of the country, supporting a training programme in Italy in partnership with Confartigianato, designed to boost the transformation process of small businesses into Industry 4.0 companies.

The campaign sets out to promote Italian craftsmanship in all shapes and sizes.

To raise awareness on products and identify target markets, we have bolstered social media and digital schemes with a system of on-site tactical events to strengthen relations with the Confartigianato network.

Everyone has found a place to tell their story

and invite the viewer into a world of incalculable value, thanks to the help of two brilliant drivers and hosts, and a travel buddy who always rises to the occasion: the Mercedes-Benz Van.


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