With its tiny size and turning circle, when you want to weave your way through a busy city, you can’t choose better than a smart. Our brief was to communicate this in a simple and charming way. So we took a simple metaphor to demonstrate this fact – threading a needle. Everybody knows how difficult this is to do – just like driving a big car through a busy city. But in a smart its easy, because a smart can thread its way through London, Berlin, Paris by fitting through the gaps other cars can’t.
Outdoor advertisement created by BBDO, Germany for Smart, within the category: Automotive.
Chief Creative Officers: Wolfgang Schneider, Ton Hollander, Darren Richardson
Executive Creative Director: Ton Hollander
Creative Managing Director: Kristoffer Heilemann
Creative Director: Fabiano Oliveira
Junior Art Director: Till Overwien
Junior Designer: Albert Pozo
Senior Copywriter: Mike Bayfield
Account Director: Steffen Günther
Junior Account Manager: Caspar Pongs
Agency Producer: Allison Markert
Art Buying: Eva à Wengen
Illustration: Carlo Stanga