Electro mobility is the future. Yet most car manufacturers only electrify single models. That’s where smart is fully committed: they don’t just offer one, but all vehicles with electric motors. A step this big deserves an equally big kick-off. The purpose: Promote the USP in a spectacular way that generates awareness with a budget of around 1 million €.

The radio advert consisted of an innovative musical composition which resulted from the “Electric Symphony”: an unprecedented synergy of electricity and music performed live at the Berlin Festival of Lights, an urban festival for light art. We coupled giant high-voltage coils to conduct incredible 1.5 million Volts to smart electric drive models on stage. This created a spectacular lightning choreography and unique sounds – turning the cars into never heard before electric instruments. Official festival DJ Chris Bekker controlled the lightning strikes and vehicles using a mixer.

We teamed up with Chris Bekker, the Berlin Festival of Light's official DJ, to turn the smart cars into electric music instruments. The spark-output of the coils pushed on air, which created unique sounds. These were merged with a track Bekker specially composed for the event – creating an extraordinary sound experience for the audience.

To emphasize the idea, we also didn't just electrify the smart cars, but also the smart CI itself: Through constant use of a black and "electric green" color scheme on the 225m2 stage – from typography to the lighting itself – the performance did not only result in a spectacular music performance but also a visually impressive statement, showing smart's huge leap in the direction of electromobility.