Smart: Bike lock

Objective: Showcase the smart car’s impressive ability to park anywhere in a dense, busy urban environment.

Concept: We created an oversized bike lock to exaggerate the smart car’s ability to park anywhere. We put this in various places around the city.

Target Audience: Urbanites seeking a vehicle that makes sense for the city.

Advertising Agency: BBDO, Toronto, Canada
Executive Creative Director: Ian Mackellar
Copywriter: Craig Mcintosh
Producer: Beatrice Bodogh
Art Directors: Jaimes Zentil, Kevin Filliter
Typographer: Jaimes Zentil
Prop Builder: Haralds Gaikis-Uplis Ltd.
Advertiser’s Supervisor: Christian Gani
Account Manager: Steve Groh
Account Supervisors: Andrew Hayes, Robin Steele