City cement trucks

February 2011
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To visually demonstrate the smart's smallest turning radius, city cement trucks will be transformed into naturally rotating mobile billboards with a smart fortwo coupe on their spinning cement drums. To minimize the environmental footprint, the branded trucks will drive along already established routes (construction sites) which will pass through some of the city's highly-trafficked areas.

Advertising Agency: Proximity Canada/BBDO Toronto, Canada
Creative Director: John Gagne, Peter Ignazi, Carlos Moreno
Associate Creative Director: Rene Rouleau
Art Directors: Rene Rouleau, Andrew Mowbray
Copywriter: Rene Rouleau
Photographer: Don Dixon
Production: Rosanne Woodley
Agency PR: Shari Balga
Account Director: Adam Lang
Account Supervisor: Nevena Djordjevic
Vice President / Account Director: Steve Groh

Comments (12)

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It's surely a surprising medium, but frankly speaking I doubt that the "audience" would grasp that it's about turning radius.