We found out that most smart drivers share a feeling: The feeling that parking is for granted – no matter of area, daytime or sheer luck. What we wanted to do was to translate this strong feeling into a strong visual: Driving the new smart actually feels as if the whole city was designed for parking. Like a massive multi story parking ramp-shaped city. So we chose three of Europe’s worst cities for parking and literally redesigned their appearance to a unique parking ramp.

These three pieces of illustration with much love for detail and lots of local highlights let our target group explore the cities from a new perspective – both in print and CLP. It proved that smart still finds creative ways of bringing the message across. And contributed to a very successful start of the new city car generation.