The winner of this year’s award for most iconoclastic muscle car concept goes to the result of collaboration between Mercedes-AMG and rap artist will.i.am. Revealed this month at the Miami Grand Prix, the singular ride is more symbol, or icon-in-the-making, than head-turner, however. It was designed with a noble purpose: to raise awareness of the ‘digital divide’ and a project undertaken by will.i.am — that is, William James Adams, Jr. Naturally, it’s called the WILL.I.AMG concept.

The entirely unique one-off is mutual brand-burnisher, then. The central motif of it is the Merc bear, which represents the need to ‘bear witness’; the motif extends to a line of accessories and apparel. A T-shirt bearing the bear and a message is tagged at $145; a letterman jacket at $2,484. It’s all for a good cause, though. Proceeds are used to fund will.i.am’s ‘The Flip — Innovation for Purpose’ educational enterprise for students from disadvantaged communities.

As for the concept itself, it’s a dramatically revised AMG GT 4-Door Coupe. West Coast Customs undertook the build, which converts the body style to coupe; its two doors are larger than usual, and arranged in a ‘suicide’ design. A nose that merges grand prix track car with old-school G-Wagen headlamps, a fastback roofline, and special wheels with the ‘bear witness’ emblem are additional highlights of the WILL.I.AMG.