The small size of the smart fortwo is the number one reason to buy it – but also the biggest barrier. People think that a car this small can’t be comfortable. To prove them wrong, the agency set up an experiment: guess which car you’re sitting in – and you can win it! Inside a big black box in Hamburg, people were asked to guess in complete darkness. They took the smart for much bigger cars like Mercedes, Volvo or even Bentley. The idea quickly spread online and turned smart.
Guess the Car
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Promotions & New Media
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Credits
Client:
Daimler, smart/MM
Agency:
Agency Producer:
Silke Rochow
Art Director:
Nicolas Molès
Robert Bilz
Copywriter:
Lukas Liske
Sebastian Sotzek
Creative Director:
Wolfgang Schneider
Lukas Liske
Daniel Schweinzer
Creative Managing Director:
Jan Harbeck
David Mously
Director of Photography:
Felix Storp
Film Director:
Daniel Schmidt
Producer:
Christopher Tychsen
Sound Designer:
Christopher Marquez
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