LIVE EVENTS, ACTIVATION & SPONSORSHIP
With the introduction of the new Smart to South Africa, we had a bit of a problem. People who have never experienced a smart think it’s…kinda weird. But in a smart world, weird is cool and we wanted people to experience that. The smarthub was a travelling exhibition that celebrated some of the different thinking that got us to where we are today, taking South Africans on an interactive journey that linked ground breaking innovations to the smart’s features. The Safety Room featured the cat’s eye, a clever way of improving road safety, much like the smart’s Tridion Cell. The Performance Room celebrated the fibre optic cable, an invention that represented far more power from something a fraction of the size, like the smart’s new engine. The Space Room, which compared the Smart to an mp3 player, something that also fits a whole lot into something small. The Efficiency Room – was all about the LED light. Tiny, powerful and better for the environment and your wallet, just like the smart. Finally, there was an interactive configurator where visitors could customize their very own smart, book a test drive, or head outside to the mini-track where they could put smart to the ultimate test. With results like these it showed that it’s kinda cool to be different.
Credits:
Account Management: Andrew Wright
Agency Art Director: Steven Tyler
Agency Copywriter: Kyle Jacobson
Agency Producer: Clinton Mitri
Animation Company: Network
Animator: Ryan Paikin
Art Director/Stylist: Roger Pestana & Shaun Murray
Brand Representative (Client): Mercedes-Benz
Chief Creative Officer: Mike Schalit
Creative Director: Tim Beckerling
Editing Company: Ryan Paikin
Editor: Ryan Paikin
Executive Creative Director: Brad Reilly
Performance: James Andrews
Post Production Facility: Thwack
Strategist: Michael Blunden
Thank You
