Smart - Think smart

Description:

Our challenge on smart was unusual for car advertising. Smart’s reputation as a style icon was well established, but what it lacked was ‘real car’ credibility, as people had concerns over issues such as safety and interior space. Our ‘Think smart’ campaign aimed to overcome these reservations, as well as build on core strengths such as low fuel consumption. Early signs are that the campaign is having a material effect on changing perceptions. Just as importantly, we got to swing a one tonne wrecking ball at a car with someone in it. The LAB produced all the audio in this relatively heavy sound design campaign.