Mercedes-Benz EQ
A global campaign, a brand film, and a song for the EQC.
Mercedes-Benz needed a cultural voice for the EQC launch — not a celebrity endorsement, but someone whose audience actually aligned with the brand's direction. Bracket Bridge positioned an independent artist as that voice.
01Finding the right cultural voice
The brief wasn't 'find us a rapper.' It was: find someone whose audience overlaps with the next generation of EV buyers — and whose creative integrity wouldn't compromise the brand. We identified an independent artist with no major label, no traditional industry machinery, but a fanbase that matched the EQC's positioning: young, urban, culturally engaged, environmentally aware.
02From sponsorship to creative partnership
The result wasn't a logo placement or a 30-second spot. It was a full creative partnership: a global campaign, a brand film shot on set with the EQC, and an original song — BENZ | I Know — built from scratch for the vehicle. The artist wasn't hired to endorse. He was brought in to co-create.
03The outcome
Global campaign for the Mercedes-Benz EQC. Brand film. The song became the artist's most streamed single to date — proof that when the cultural alignment is real, the work performs on its own.
Strategy
- Cultural positioning
- Audience analysis
- Partnership brokerage
Creative
- Campaign direction
- Brand film
- Music production