In truth, there was no challenge, no brief. There was however the Canadian AutoShow in Toronto – 1 of the 4 top AutoShows worldwide. And we saw the opportunity. We recognised the benefit the Smart car had that no other car could touch. So armed with that, we looked for our best expression of the one benefit Smart could fully own. And build some buzz around it during the Canadian International AutoShow.The target audience was young urbanites looking for a vehicle that made sense in the city. So our key message and medium naturally lived on the city streets.

We wanted to choose a medium befitting of the benefit – the world’s smallest turning radius. There are countless ways to convey that benefit. However, making the medium integral to the design was the cleanest, simplest and most compelling way to do it. Therefore, we capitalised on the cement truck’s unique revolving drum to pay off Smart’s nimble tight turning. Moreover, Smart is also one of the only cars that can sit side-on on our mobile rotating billboards. The whole message was delivered on city streets – right where we wanted it, as the tight-turning benefit is most relevant.