The Drum Awards for Marketing - Extended Deadline

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Agency: BBDO
Client: Smart
Date: Feb 2020
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E-scooters have become a pedestrian problem since they started showing up in cities all over the world. Scooter share programs have left streets littered with scooters dropped randomly in the middle of sidewalks, on public property and in crowded walkways.

It’s a problem that’s been growing in Germany, so auto company Smart, which recently switched to an all-electric fleet, decided it had a better way. Working with BBDO, the company took random pictures of the scooters in public spaces in Berlin, like street medians, sidewalks and streetcar platforms. It put them on OOH posters and print ads that read: “If only every electric vehicle could help you park. ‘Ready to Park.’ Unfortunately only available for Smart.”

The ads promote Smart’s feature, ‘Ready to Park’, which informs drivers of Smart vehicles exactly where they can find a perfect parking spot. Smart car owners can even book some spots in advance.

Credits

Agency: BBDO Berlin, Germany

Chief Creative Officer: Till Diestel

Executive Creative Director: Siyamak Jung

Creative Directors: Pedro Americo, Jeannette Bohné

Senior Copywriter: Eduardo Balestra

Senior Art Director: Luis Paulo Gatti

Managing Director: Mark Hassan

Project Director: Anja Schwarzmann

Print Producer & Art Buyer: Betty Zschirnt

Photographer: Murat Aslan

Production Company: Pflanz Produktionsservice