With its tiny size and tiny turning circle, when you want to weave your way through a busy city, you can’t choose better than a smart. Our brief was to communicate this in a simple and charming way. So we took a simple metaphor to demonstrate this fact – threading a needle. Everybody knows how difficult this is to do – just like driving a big car through a busy city. But in a smart its easy, because a smart can thread its way through London, Berlin, Paris by fitting through the gaps other cars can’t.

Smart Needle          
Agency: BBDO / Proximity
Role: Art Direction / Designer
Featured: Lürzer's Archive (5/2017)
                  AdForum (8/2017)