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Mercedes-Benz Vans: Tough Conversations by The Royals

Agency: The Royals
Date: Mar 2018
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Mercedes-Benz Vans has enlisted iconic punk rocker Henry Rollins for a new campaign that challenges the ‘tough’ stereotypes associated with van owners.

The Tough Conversations campaign sees rocker, actor, radio host, writer, and social commentator Henry Rollins take a road trip across Australia to uncover what toughness means to average Australians.

The campaign includes a podcast series, radio partnership, PR, eDMs, social and online content, as well as a one-hour TV documentary. It was created by The Royals.


Client: Mercedes-Benz Vans Australia

CEO and Managing Director: Diane Tarr

Head of Product & Marketing: Sabine Wagner

Marketing Manager: Katherine Gracey

PR & Corporate Communications Manager: Blake Vincent

Agency: The Royals

Creative Partner: Nick Cummins

Managing Partner: Andrew Siwka

Group Account Director: Clara Tang

Head of Strategy: Michaela Futcher

Head of Customer Experience: Mikaël Perhirin

Planning Director: Matt Davies

Communications Director: Andrew Reeves

Senior Copywriter: Lewis Farrar

Senior Art Director: Adam Frazer

Digital Strategist: Chrissie Malloch

Senior Account Manager: Jade Mittermair

Senior Broadcast Producer: Fiona Gillies

PR Agency: Of Character

Managing Director: Kate Dinon

Head of Media Relations: Sarah Green

Production Company: FINCH

Executive Producer: Michael Hilliard and Corey Esse

Director: Christopher Nelius

DOP: Jordan Maddocks

Producer: Clare McGrath

Editor: Julie-Anne de Ruvo

Sound: Risk Sound

Sound Designer: Dylan Stephens

Original Music: Blessed

Podcast Production and Distribution: Whooshkaa

Content Director: Corey Layton

Executive Producer: Jess Bineth

Producer: Jess Hamilton

Sound Engineer: Adam Connelly

Photography & Videography: Safari

Photographer/ Content Director: Andrew Englisch

Producer: Nigel Camilleri

Media: Foundation

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