Smart: Giant shoehorn

In conjunction with the opening of the 2010 Canadian International Autoshow, smart Canada is educating urban dwellers regarding one of the many benefits of driving a smart fortwo. A head-turning marketing initiative in downtown Toronto has wedged a giant shoehorn behind a smart fortwo, visually illustrating that the less than 3 metre smart fortwo can park almost anywhere. The display, parked in various high traffic downtown locations, also imparts the message: “Fits into tight places”, and prompts onlookers to visit “” The idea aims to demonstrate that just like your favorite pair of shoes, the smart fortwo can comfortably fit into any lifestyle. The smart fortwo is the most fuel-efficient two-seater in Canada, and it boasts a spacious interior, a 5-star crash safety rating and great agility to dart through traffic while avoiding potholes and other urban hazards. This unique and larger-than-life display playfully conveys that the intelligently designed smart fortwo is the ultimate tool to conquer the city. The ambient initiative will continue throughout the duration of the 2010 Canadian International Autoshow.

Advertising Agency: BBDO Toronto, Canada

February 2010


ek kanya's picture
ek kanya
814 pencils

sweeeeet! love this one!

am an advertising junkie | read my flog at

macluvin's picture
397 pencils

i dont know how you got in there and i don't know how you're gonna get out of that one. cool idea nontheless.

thedesignaddict's picture
5403 pencils

Nice idea.

FeliUmc's picture
44 pencils

@macluvin, maybe gray cars are part of the cast!

shitix-'s picture
234 pencils


DBB's picture
1216 pencils


sirvan's picture
29860 pencils

You don't need the shoehorn.


"I love some things, and don't love some other things."

Corbeen's picture
1093 pencils

its fresh way for saying message that smart sad 100 times before. I do not agree with you Sirvan, that the shoehorn is not needed there.
If u put it out, u get only a car not very well parked with some signs on the doors. Its quite good Job and i hope it will work well.

monsieurange's picture
520 pencils

Se arriesgaron al decir algo que ya se ha dicho a cerca de esta auto. Sin embargo lo resolvieron muy bien. :) Nice

Hibon's picture
3734 pencils

Cooooool, i love this a great simple idea.

Simple ideas are the best !

satrianee's picture
3748 pencils

Fun... Does this "little" card works for car sales in Canada?

loved this one better:

everartz's picture
7609 pencils

absolutely yes! very nice...

| Everartz |

hilazon's picture
150 pencils

very simple & surprising!

vagdz's picture
261 pencils

Great job BBDO Toronto.

Dzsoi's picture
8001 pencils

The owner of those cards behind and in front of those Smarts will be so glad.

Mandark's picture
407 pencils

I just want to point out that the red and yellow smarts are parked between the same cars. it's just the photo taken from different parts of the street. it feels like a ghost. i don't know...I'm having a bad monday today.

"U think it's perfect?! Press delete and start again!"

suzie_y's picture
16 pencils

So cute and funny!

Truzan's picture
10 pencils

I really like the over all idea... Wish it you have been maybe worked a little more. The message is very clear, but the one thing that I just seemed to get hung up on is that the Smarts are being blocked in by the same two cars. It just has that setup feel. But other then that, great job.

Hiperion's picture
3138 pencils


rogi's picture
31 pencils


Guest's picture

Great idea!

Log in or register to post comments