smart 20 Yeahs Anniversary Campaign
CLIENT
BBDO
BRAND
smart
YEAR
2918
ROLE
Account Director
CHALLENGE
smart sought to develop an integrated campaign for its 20th anniversary that would inspire fans and employees while raising awareness of the brand’s purpose as “the brand for forward thinkers.”
SOLUTION
The campaign centered around the smart fortomorrow, a design study envisioning the future of mobility with features like autonomy, voice control, and facial recognition. This all-electric vehicle, the smallest smart to date, was tested by the brand’s youngest drivers, symbolizing smart’s future-focused vision. I led the orchestration of the overall campaign and managed content production.
20 yeahs music video
smart was celebrating its 20th anniversary and, with it, a vision that gradually became a reality. It has been a long journey from the initial design to the first smart that took to the roads, to how we now regard the brand as an icon of urban mobility. Up-and-coming singer and producer Noah Slee celebrates this with his song ‘20 yeahs’.