Mercedes-Benz Radio Nova

The Iconic Playlist

Agencies: Omnicom Group Proximity


For this project, Mercedes-Benz has teamed up with Radio Nova, Universal Music France and team x (Omnicom), its communications agency, to bring to life its brand-new campaign: THE ICONIC PLAYLIST.

With 16,415 songs, Mercedes-Benz is the most mentioned car brand in music history. Indeed, the star brand has fascinated artists around the world for generations. From RnB to funk to pop rock, Mercedes-Benz has lived through the ages without losing its power, inspiring musicians such as Janis Joplin, Dire Straits, Eagles, The Scorpions, Prince, Eminem, Beyoncé, and many others. Through their creations, these artists forge strong links between the star brand and music.


From 7 a.m. to midnight, during an exceptional day on Radio Nova, listeners will have the pleasure of discovering a brand-new on-air program, composed exclusively of songs referring to the star brand. Chronicles will retrace the history of each piece of music, as well as the deep connection between the artists and Mercedes-Benz. The day will culminate in a special program with rapper Prince Waly.

Radio Nova is not just a radio, it’s a pioneering cultural and musical institution in France. A musical reference and curator, known for introducing and popularizing Hip-hop and other innovative musical genres in French culture.

Moreover, Mercedes-Benz has teamed up with Universal Music France to produce a 2,000-copy limited-edition double vinyl – featuring 4 sleeve designs designed by team x, representing 4 musical styles – showcasing tracks from artists including Kendrick Lamar, Ella Fitzgerald or Billie Eilish. An exclusive showcase, with the participation of numerous artists, is also planned for the evening of November 28 at the label.

The campaign, imagined and orchestrated by team x, also includes OOH posters in the metro, on Mercedes-Benz and Radio Nova social networks, and in dealerships, where customers will be able to enjoy a selection of tracks from "The Iconic Playlist" at the wheel of... Mercedes-Benz cars.

This professional campaign titled 'The Iconic Playlist' was published in France in October, 2023. It was created for the brands: Mercedes-Benz and Radio Nova, by ad agencies: Omnicom Group and Proximity. This Integrated medium campaign is related to the Automotive and Music industries and contains 7 media assets. It was submitted 4 months ago.


Agency: team x (OMNICOM Group: Proximity), France

Advertiser Mercedes-Benz France:
Head of Marketing Communication Brand & Customer Experience: Aline Cirrode
Digital Manager: Angélique Touguet
Head of Events & Partnerships: Clémence Madet
Events & Partnerships: Lionel Tromeur
Creative Director: Kurt Novack, Aurélien Plantavin
Art Director: Ronan Coursin
Copywriter: Alessandro Cerutti
Assistant Art Director, Motion Designer: Carla Perret

Project Management & Strategy:
Account Lead: Julien Etheredge
Project Manager: Lucia Landaverde, Héloïse Matte
Social Media Manager: Héloïse Vincent
Digital Team: Julien Jenny, Théo Gonot

Media and OPS:
GM Team x Media: Dorothée Testard
Business Manager team x Media: Laila Benchekroun
Lead OPS team x Media: Nice Dubosquet
Lead Prod OPS team x Media: Stéphanie Gerber

Art Buyer: Fériel Simon

Lisett Ledón, “The Rock” and “The Electro”
Dale Edwin Murray, “The Hip Hop”
Pavlov Visuals (Ryan Dean Sprague), “The Soul”
David Oku, “The Reggae”
Levante Szabo, “The Funk”
Quincy Sutton, “The RnB”


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