BBDO Bangkok has won Gold at the 2025 ANDY Awards for “The Meaning of Benz,” a campaign developed for Mercedes-Benz Thailand.
The campaign centers on a cultural phenomenon in Thailand where many people are nicknamed “Benz,” symbolizing aspiration, success, and style. Directed by filmmaker Thanachart Siripatrachai, who also goes by “Benz,” the campaign features real individuals named “Benz” sharing stories connected to the legacy of Carl Benz and the prestigious brand.
Participants served as brand ambassadors with personalized QR codes that functioned as invitations to the Thai Motor Show 2024. The campaign was launched exclusively on social media and relied on authentic storytelling to generate public interest.
At the Thai Motor Show 2024, artist “Benz – Bloody Hell Big Head” debuted an art installation reimagining the GLC, inspired by his father—a touching generational tribute.
The Meaning of Benz became Mercedes-Benz Thailand’s most successful campaign to date, said a release. It reached over 3.6 million people, drove 330,000+ engagements, and saw 33,000 “Benzes” tagged online. With no paid media, earned media exceeded 70 million THB. Lead generation soared 500%, and Mercedes-Benz reclaimed its spot as the #1 luxury car brand at the 2024 Motor Show—the highest in three years.
The campaign sparked The Passion of Benz platform—a long-term community for Benz fans and owners that extends the brand’s cultural relevance well beyond a single moment.
“The ANDY Gold win, alongside recognition at ADFEST 2025 with the Grande Lotus Roots award, highlights how deeply the campaign resonated—grounded in culture, built on real stories, and embraced by the community it celebrated,” said BBDO.
