The Mercedes-Benz family has some brand-new members – the new Marco Polo and Marco Polo ACTIVITY recreational vehicles. Under the slogan of "Everywhere Exceptional", Panama developed an integrated campaign to support the market launch, intended to illustrate the changing perceptions of the world opened up by the new Marco Polo and Marco Polo ACTIVITY.

The inspiration behind the campaign was a striking contrast between words and images, intended to challenge perceptions. Everyday words with generally negative associations were combined with exceptional scenes of landscapes and situations. This gave these words a very positive interpretation,

designed to endow the vehicle with emotional appeal and make it desirable. The campaign revolved around traditional communication in offline and online media, supported by below-the-line actions and a brochure app.