Nature conservation is her vocation, and a camera is her constant companion: the adventurer and conservation photographer Cristina Mittermeier seeks to initiate change with her photos, and inspire people to rethink.
'She's Mercedes', a platform dedicated to inspiring, connecting and empowering women to unleash their best, accompanied her to her chosen home of Vancouver Island. This is where the film 'Change Your Mindset' was made, in which Cristina Mittermeier presents her own favourite places and areas of retreat on the Canadian island in an all-electric Mercedes-Benz EQC '. Places that must be preserved, and which further strengthen her commitment to nature.
The film portrait of the world-renowned photographer was created to mark the International Women's Day on March 8 by the marketing initiative She's Mercedes and seeks to encourage people to go their own way and treat our natural resources in a sustainable way. The film project also marks an anniversary year for She's Mercedes, as the initiative is celebrating its fifth anniversary in September 2020.
"Cristina Mittermeier is an inspiring and acclaimed photographer. Her work creates awareness for a more sustainable interaction with nature," says Bettina Fetzer, vice-president - Marketing at Mercedes-Benz AG. "We are very pleased to tell her story and support spreading her message together with the She's Mercedes initiative. Because Mercedes-Benz is likewise working on further development into a sustainable and modern luxury brand."
Preparing the way for others
Mittermeier has set herself the task of making the world a more sustainable place. A native of Mexico, she uses emotive photos and stories to show how important nature conservation and especially protecting the oceans is.
By photographing the beauty of the oceans, she wants to remind people how vulnerable and fragile this complex eco-system is. She is convinced that we can make changes. But to achieve this, people must all pull in the same direction if they want to stop pollution of the world's oceans and the decline in their animal species.
The conservation photographer is also passionate about something else: she wants to be a trailblazer for all those who want to go their own way – even if this goes beyond conventional social standards. Her efforts are particularly directed at women.
Mittermeier herself had to fight to put her lifestyle visions into practice. It was expected from those around her that she starts a family first, and then choose a profession corresponding to society's image of womanhood at the time.
Now acknowledged as one of the world’s most influential photographers, she decided to ignore these expectations by pursuing a university degree starting to travel before having a family. According to her, perhaps it was her determination to deviate from the prescribed plan that made her the woman she is today.
She’s Mercedes initiative turns five
She's Mercedes portrays strong women like Cristina Mittermeier whose activities encourage people to make their visions a reality with courage and self-belief. Fully in line with the sales and marketing strategy 'Best Customer Experience', Mercedes-Benz also places a focus on the needs and aspirations of women – from sales and communication to aftersales.
This initiative specifically directed at women was founded in 2015, and includes the inspiration platform 'She's Mercedes', training for sales personnel, more female sales employees and the development of new services in aftersales and new mobility services. The aim is to establish Mercedes-Benz as the most attractive luxury automobile brand for women, and to considerably increase the number of female buyers. She's Mercedes is now active in more than 70 markets around the world. Since 2015 She's Mercedes has built up a community of over 150,000 fans and followers worldwide, and in more than 500 international networking events, it has given women the opportunity to extend their own network, to inspire each other and to get to know the Mercedes-Benz brand in a tangible, unpressured way.
Photographs: Anna Heupel for Mercedes-Benz