SMARTALATOR by BBDO Toronto for Smart

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SMARTALATOR

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market Canada
Agency BBDO Toronto
Executive Creative Director Peter Ignazi, Carlos Moreno
Art Director Johnny Pavacic, Frank Macera, Allan Mah
Copywriter Johnny Pavacic
Account Supervisor Nevena Djordjevic, Adam Lang
Released February 2011

Credits & Description

Advertiser: SMART CANADA, A DIVISION OF MERCEDES-BENZ CANADA
Product/Service: SMART FORTWO
Agency: BBDO CANADA
Date of First Appearance: Feb 16 2011
Entrant Company: BBDO CANADA, Toronto, CANADA
Director: Richard Trevisan
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Writer/Art Director: Frank Macera/Johnny Pavacic/Allan Mah (BBDO Toronto)
Vice President/Group Account Director: Steve Groh (BBDO Toronto)
Account Director: Adam Lang (BBDO Toronto)
Account Executive: Nevena Djordjevic (BBDO Toronto)
Production House: (SGL)
Retoucher: Sam Robbins (SGL)
Media placement: Escalator Wrap/decal - Convention Centre - Feb 18, 2011
Describe the brief from the client
Our client, Smart Canada wanted to tout some of the Smart fortwo’s features at Canada’s largest annual auto show.
Describe the challenges and key objectives
The main objective was to create something for Smart that stands out in a sea of other automotive exhibits and advertising, which is a challenge in itself. One of our other challenges was that our client asked us to consider using the rails of an escalator as our medium. The rails are somewhat limited, so with the objective of doing something truly engaging we asked if we could also use the side of an escalator.
Describe how you arrived at the final design
For the final design, we decided to take advantage of the large numbers of people who pass through the auto show. The escalators there are almost always packed with people – so what better way to demonstrate the surprisingly spacious interior of a Smart Car than to use all those people and make it seem as though they are all inside a Smart Car.
Give some indication of how successful the outcome was in the market
The piece was a huge success and gained press for the Smart brand both in Canada and abroad in countries like Germany. It was even featured in a newsletter that goes out to Smart clients worldwide.