Smart: Berlin

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.