Clever use of one of the stand-out features of the Smart car (or fourtwo as it’s officially known) is its ability to park ‘end-on’, effectively squeezing 2+ cars into the space of a typical hatchback.
Not completely unique – you’d be able to do the same feat in a G-Whizz, but nevertheless the marketing folk in Smart are switched-on enough to make the most of this feat and commissioned Berlin consultancy BBDO to build a campaign around the Smart’s dimensions. Back in 2015 we had this:
And now there’s a Red-Dot award for the print-campaign:
“Communication Design 2016 – The “Car Parks” campaign, designed by BBDO Agency, started in 2015 and visualises that the entire city is a car park for a smart car. The posters show Berlin, London and Rome in the smallest of spaces – a car park. The cities are represented by their respective typical buildings. Only a smart car is able to find a parking space in this bustle.”
Love the simplicity of these..no text, muted colours, awesomely-detailed line drawing and barely a sniff of Photoshop.