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Mercedes-Benz Photo Pass

Entered in Instagram


Photography is an art of reflection. It's about observing something fascinating and capturing it in a way that's memorable and unique to the artist; the photographer. It has little to do with the things you see and everything to do with the way you see them. Photography offers an infinite variety of perception, interpretation and execution. Those are the principles on which the Mercedes-Benz USA #MBPhotoPass program is built.

With #MBPhotoPass, we work with the nation's most talented photographers and storytellers to convey unique and compelling brand stories on our Instagram. The goal of #MBPhotoPass is to capture exciting, inspiring and stimulating imagery of our vehicles and the lifestyle associated with the Mercedes-Benz brand, all told through the unique lens of the photographer that is holding the keys.

Strategy and Execution

We look to work with photographers who have a keen eye for composition, skilled in using light, can utilize depth and can capture that moment of climax that makes their Photo Pass truly memorable.

By working with over 40 different photographers and influencers, across 30 diverse locations, each Photo Pass is creatively tied together with the perfect pairing of photographer, vehicle and occasion to tell a relatable and engaging story and connect our fans with different passion points.

Whether traveling through the deserts of Southern California with two toddlers, racing against the clock on famed race circuits in Spain or detailing a five-star Thanksgiving feast from farm to table, each Photo Pass provides a new and unique take on this modern luxury automotive brand.


After 20 Mercedes-Benz Photo Passes completed in 2015, 269 images were posted resulting in a total reach of 173 million impressions, a total engagement of 2.3 million likes/comments and earned media totaling to over $4 million. Each monthly Photo Pass saw higher engagement than the typical one-off post, as fans eagerly await to discover which story will unfold next.

To date, #MBPhotoPass has produced stellar photography and captivating brand stories around some unforgettable road trips, brand events, press drives and behind the scenes of commercial shoots; making @MBUSA one of the best destinations for automotive photography. Additionally, the fantastic assets this program has produced extend way beyond social feeds. In 2015, over 1,700 total assets resulted from Photo Pass and the photography and stories continue to be leveraged for many omni-channel uses including: vehicle class pages, Mercedes me (owners community), CRM emails, dealer websites and social channels, out-of-home and print advertising.

We have been writing our story for nearly 130 years. Our story is continually evolving and being enriched with each #MBPhotoPass that is created. What story will you tell with your #MBPhotoPass? Pack your bags, grab your lens, take the keys, grasp the wheel and let's go!


Entrant Company / Organization Name

Razorfish, Mercedes-Benz USA


Entry Credits