2018 Brand Experience & Activation


Product/ServiceTHE BEST CHAIR
Category C03. Exhibitions / Installations
Entrant COMON Lisbon, PORTUGAL
Idea Creation COMON Setúbal, PORTUGAL
Name Company Position
Nuno Peixoto comOn Chief Creative Officer
Pedro Ribeiro comOn Creative Director
Luiz Medeiros comOn Creative Director
Sónia Frazão comOn Creative Director
Rodolfo Garcia comOn Art Director
Márcia Galrão comOn Digital Designer
Caio Lekecinskas comOn Copywriter
Luís Serra comOn Chief Strategy Officer
Tiago Reis comOn Client Service Director
Rui Sobral comOn Creative Tech Director
Neuza Areiras comOn Managing Tech Director
Sérgio Ribeiro comOn Full-Stack Developer
Inês Carvalho comOn Account Director
Tiago Veríssimo comOn Account Manager
Filipe Macedo comOn Chief Marketing Officer
Margarida Forte comOn Communications Manager
Hugo Lage comOn Video Director
Elisa de Paula Freelancer AudioVisual Production
Ivo Cordeiro Human Being Photographer
José Matos Freelancer Compositing

Why is this work relevant for Brand Experience & Activation ?

A unique brand experience, with a chair from scratch to inspire developers to join the Mercedes-Bens IO team in Lisbon. An activation launched inside the brand’s booth at Web Summit 2017, the largest technology event in Europe. The event was a huge opportunity to launch our idea, since the target that attends such events was also seeking new and inspirational ideas.


Lisbon is set to become the next Silicon Valley. That’s why Mercedes-Benz IO, the brand’s digital hub, decided to open its new office in the city. And like every new office, it needed to recruit new talent. A big challenge, considering that Lisbon can’t compete with the salaries and ambitions of Silicon Valley. That’s why we needed to offer something that could really inspire these talents, by creating something to attract new talents to join Mercedes-Benz IO.

Describe the creative idea

We created the only job opportunity with a chair designed for its candidates. The Best Chair was launched to inspire new developers to join Mercedes-Benz IO in Lisbon. More than a job offer, we created something beyond ordinary, something that could inspire developers. Each feature was designed to provide a better work experience, based on a developer’s working day. It’s possible to control and adjust the Best Chair to fit different working day routines, using a smartphone connected with the chair.

Describe the strategy

In order to recruit new developers around the world to join Mercedes-Benz IO in Lisbon, we choose Web Summit, the largest technology event in Europe, to do so. A whole week full of people seeking new opportunities and ideas to inspire their careers. The perfect place to launch a new product with top-notch features to attract developers: The Best Chair.

Describe the execution

Created from scratch, The Best Chair took about 3 months to be ready. The chair was launched during the largest technology event in Europe, the Web Summit. Using the event as media, we placed the chair inside the Mercedes-Benz’ boof to draw attention to every Web Summit visitor.

List the results

The idea has been able to inspire 30 times more developers than the number of job positions available at Mercedes-Benz IO. The Best Chair project was a success and is already being implemented for the Mercedes-Benz IO offices in Stuttgart and Berlin.