Ahead of its release, we were asked to build excitement about the all-new Mercedes GLA—the very first compact SUV by Mercedes-Benz. Our biggest challenge? How to create a campaign for a car that was months away from actually existing in the flesh…er, metal. Instead of the typical shiny car porn, we created a campaign that emphasized the compact GLA’s magically-ample cargo space. Born from the insight that what you bring with you is just as important as where you’re going, we designed a custom luxury floor mat in the exact shape and size of the GLA’s cargo space. We sent it to an assortment of celebrities, artists, and other cool people, who each packed the mat with what they would bring on a journey in the new GLA.