The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Print & Outdoor

smart - Full stop

Agency BBDO GmbH / Berlin

Client Daimler AG / smart
BACK TO RESULTS

Annual ID

OS_PO18143M

About the Work

With the 2,69m long smart fortwo you always find a gap. This way you never have to worry about being late because of a desperate search for a parking space. We show exactly that in a animated outdoor headline cam-paign: A smart fortwo that through parking in the middle of our headlines creates a full stop in the sentence, thus turning a negative statement into a positive one with ease. (Cultural/Context information:) Thanks to its agility and parkability, the smart fortwo is the perfect car for the city. That's why we advertised parking as the key benefit directly where our target group could see it: in a digital outdoor campaign in German cities.