Premiere in the Middle East: Mercedes-Benz Introduces the Global Storytelling Initiative “How To”

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A new global fashion storytelling platform has been launched by Mercedes-Benz in the Middle East to nurture creatives, ignite curiosity and support their drive to learn new skills.

The Mercedes-Benz ‘How To’ campaign is being rolled out for the first time in the region, in collaboration with Fashion Forward, awakening artists, designers, musicians and those in a creative capacity to be inquisitive and enhance their talents.

Launched globally in 2019, the ‘How To’ campaign brings together game-changing protagonists, named the #mbcollective, each paving their own paths in fashion, music and design. The #mbcollective chosen for the regional campaign feature; Arwa Al Banawi, Saudi fashion designer, Shahad Salman, an emerging model from Saudi Arabia and Layla Kardan, a Dubai-based musician. The theme for the regional story is about self-improvement, celebrating curiosity and encouraging one another to learn, enriching their craft or expanding their skillset.

At the beginning of the campaign, each protagonist was asked what skills they wanted to learn. Fashion and music share a long history of collaboration, often influencing and complementing creative output; Arwa regularly mixes music genres for her fashion shows and her dream is to learn how to master the art of DJ’ing.

Shahad, a fashion cover model who has made a big impact in the industry, wanted to learn how to own the runway at a major fashion show. During the recent edition of Fashion Forward, Shahad’s dream was realized, as she was taught and advised by experts behind the scenes and walked in Arwa’s SS20 fashion show.

Shahad Salman

For Layla Kardan, a well-known singer-songwriter in Dubai, the focus was on learning new instruments which would complement her vocal talents. She wants to take her performances to the next level and learn how to incorporate new sounds into her sets.

Layla Kardan

Fashion Forward was chosen by Mercedes-Benz to bring the campaign to life. To mark the regional launch of the ‘How To’ campaign, Fashion Forward and the #mbcollective, came together for a one-of-a-kind shoot in Dubai.

Styled by the Fashion Forward team and shot by photographer Francesco Scotti, the shoot featured Arwa, Shahad and Layla wearing Arwa’s designs alongside the Mercedes-Benz CLA Coupé, a modern design icon.

Commenting on the campaign, Alexander Elsas, Head of Marketing and Communications of Mercedes-Benz Cars Middle East said; “Mercedes-Benz has long been synonymous with lifestyle, fashion and music. All over the world, we have supported and fostered local talent, providing them a platform to celebrate their creativity. In a region where the creative industry is burgeoning and, on the rise, initiatives such as the “How To” campaign provide us with an opportunity to showcase creativity, storytelling and self-improvement through a variety of activities.”


Creative Credits

Brand: Mercedes-Benz Cars Middle East in Partnership with Fashion Forward

Creative Director: Deger Ozkan Cotelioglu

Production: NineSeven1

Fashion Photographer: Francesco Scotti

Public Relations Agency: House of Comms