Smart Print, Outdoor London by BBDO Berlin

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Industry Cars
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency BBDO Berlin
Chief Creative Officer Wolfgang Schneider, Ton Hollander, Darren Richardson
Executive Creative Director Ton Hollander
Creative Director Fabiano Oliveira
Junior Art Director Till Overwien
Senior Copywriter Mike Bayfield
Released April 2017

Credits & Description

Agency: BBDO Berlin
Advertiser: Daimler AG, smart MBD
Product: smart fortwo
Campaign name: smart needle
Title of Motifs: “London”, “Paris”, “Berlin”
Media: OOH
Industry: Automotive
Published: April 2017
Market: Germany
Language: English
Headline and copy text: Turn Faster. The smart fortwo.
Chief Creative Officer: Wolfgang Schneider, Ton Hollander, Darren Richardson
ECD: 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 Management: Steffen Günther (Account Director), Caspar Pongs (Junior Account Manager)
Agency Producer: Allison Markert
Art Buying: Eva à Wengen
Illustration: Carlo Stanga
Short description:
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.