It’s not about ostentatious, adolescent display.

Mercedes-Benz is seen as a brand for older, established people. The elite. The ones who’ve already ‘arrived’ in life.

‘I am Mercedes-Benz’ is a campaign designed to change this. Because the fact is, whilst a Mercedes is a great reward when you’ve made it, it’s a lot more fun as a companion to life’s journey.

The campaign aims to show that the brand is much more than metal, rubber, glass and plastic – it has heart, soul, passion, emotion and effortless performance: values it shares with its drivers.

AMV’s take on this thought was to have ‘rising stars’ of stage and screen deliver monologues about exactly what it means to be Mercedes-Benz.

Ours was to take that thought and personalise it.

100,000 people were sent a book. On the cover was their name prefixed with ‘I am’. I am Peter Smith, I am Joanne Stevens. 100,000 completely unique books.

Inside what appeared to be the story of you was… nothing.

Blank pages. Only on the very last leaf would you find any words:

“Funny how the people with the best stories to tell are always the ones who haven’t had the time to tell them yet”

The dust cover then goes on to explain what makes a Mercedes a car for the journey and not just the destination, together with a reply slip for you to find out more.

Nothing loud, nothing preachy. Just something to make you smile, and possibly reappraise the brand.

Judging by the response so far, that’s exactly what people are doing.