Details of “Mercedes-Benz Trucks ‘Swiss Keys’ Product innovation”


Extend the ATL campaign into other media. It was aimed at mechanics and craftsmen. The testimonial: MacGyver, our 80s hero, who always had a Swiss army knife.


The coolest car keys ever: Swiss keys. We wanted to equip this model with a key that had a knife, screwdriver and everything you’d expect from a Swiss army knife.


Mercedes-Benz engineers responded “how fitting, since you clearly have some screws loose”.