Attracting tech talent is hard mode. In a crowded event like Web Summit, standing out while speaking directly to developers and engineers is even harder. Mercedes-Benz.io needed an activation that would not only grab attention but also reflect the day-to-day challenges and mindset of a tech-driven team.
Create an immersive and memorable experience that would simulate the kind of problem-solving tech talent faces at Mercedes-Benz.io—while reinforcing the brand’s tone, identity, and culture. The goal was to connect with attendees on an emotional and intellectual level, not just hand out flyers or swag.
We turned debugging into a game. Literally.
In collaboration with the portuguese agency "Pepper", we created an activation where visitors were invited to “save” Mercedes-Benz.io’s virtual offices from a bug attack. Players wore headsets and used their skills to find and fix digital bugs before time ran out—immersing themselves in the experience of being a true #MBioneer.
As the Lead Designer, I developed the visual identity and branding for the activation. This included:
The design fused glitch aesthetics, retro-gaming cues, and a high-tech vibe true to Mercedes-Benz.io’s identity—creating a visually bold, engaging environment that made people stop, look, and play.
