Smart Ambient The Unexpected Test Drive by BBDO Moscow

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The Unexpected Test Drive

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Industry Cars
Media Ambient
Market Russia
Agency BBDO Moscow
Creative Director Mihai Coliban Bbdo Russia Group
Client Service Director Christina Tancher
Released May 2013


Epica Awards 2013
Promotions/Installations/Events Public Relations SILVER

Credits & Description

Media: Ambient
Category: Automotive
Agency: BBDO
Brand: Smart
Geo: Europe, Russia
The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars, an obvious proof of its social success. Although most of them are in dire need of a second car, our potential customers showed virtually no interest in our Smarts. Our objective was to bring the most reluctant consumers to test drive the Smart and change their state of mind from "Smart is not really a car" into being true believers and advocates of the Smart.
Advertising Agency: BBDO, Moscow, Russia
Chief Creative Officer: Igor Lutz
Creative Director: Mihai Coliban
Deputy Creative Director: Sergey Kozhevnikov
Senior Art Director: Darya Agapova
Senior Producer: Valery Gorokhov
Producer Assistant: Natalya Abzalova
Animation: Kirill Kulygin
Producer Park Production: Irina Lanskaya
Director Park Production: Ivan Oganesov
DOP Park Production: Georgy Leonov
Managing Director Pelican Event: Elena Novikova
Account Manager Pelican Event: Maria Stepkova
Client Service Director: Christina Tancher
Group Account Director: Anna Sokolova
Account Manager: Yana Bader