Mercedes-Benz AMG wanted to connect authentically with a younger audience and strengthen its cultural relevance. We created Take1, an artist-driven content platform where the car was always at the center of each recording. The concept spoke directly to the target group on the platforms they use, blending music, performance and brand presence into one seamless experience.

“For a brand built on heritage, credibility in culture doesn’t come automatically. Kehitys delivered an end-to-end solution that integrated AMG into Swedish pop culture with seamless execution and absolute precision. By placing our cars at the center of music and storytelling, they connected us authentically with our target audience of young consumers, creating cultural relevance and measurable impact in a way few partners could achieve.”
– Johanna Ahlberg, Marketing Manager & PR, Mercedes-Benz Cars Sweden

The series generated millions of streams, hundreds of thousands of reactions, several Top 10 chart placements and viral traction on TikTok, making Take1 an international success and a benchmark for brand-led culture.