THE LITTLE UNCAR THAT COULD
There are cars. And there are these little magical machines that take what cars do best and lose what they don’t. Working in conjunction with Razorfish and Sage, we re-launched smart to the American market with communications focused on safety, customizability and tight-handling — all areas of interest to our city-dwelling target demo.
When the opportunity to cast an actor who had a small but still memorable part in Christopher Guest’s Best In Show presents itself, you take it. You kind of have to.
TIGHT HANDLING
SAFETY
Die-cut wild postings use native environments to show smart's range of custom skins in action.
Sponsored IG posts use people’s own photos to demo how unique smart's wrap program really is.
If there’s one downside to choice, it’s choosing just one. That’s why the custom wraps users create on smartusa.com are easily shared out on social in poll format.
Collateral shot with photographer Frank Schott helps convey the tight-turning angle in a visual way.
CUSTOMIZABILITY