Viel liebe! How do you sell premium cars to men who won’t venture into your dealership? Bring the car to them. Good strategy but better creative based on the insight: men love their cars, especially self-made men approaching a midlife crisis. (Trust me.) So we proposed bringing an S-Class to them for a brief engagement. And if they fell in love? There was a key ring for the occasion. This humble mailer was voted as the best marketing of the year by Mercedes-Benz’s head office in Germany, over all other agency work around the world. Feather, meet cap.