Mercedes-Benz | 2024 Dragon New Year

Scope

Adapting the visual that's suitable for the Vietnamese market of the upcoming

Dragon New Year celebration.

​To elevate the traditional "Happy New Year 2024" greeting into a narrative that deeply resonates with the cultural significance of entering a new era, we came up with "Đón năm mới chuyển mình" (EBT: "Embracing the New Year's transformation." )

This expression conveys the idea of greeting the New Year as a period of significant changeor renewal.​ The message utilizes the dual meaning of "chuyển mình," reflecting both the iconic movement of the Dragon zodiac and the concept of transformation, aligning seamlessly with Mercedes-Benz's ethos of progress and luxury.​