Eurobest

CHAMELEON

CONTRAPUNTO BBDO, Madrid / MERCEDES BENZ / 2017

Presentation Image
Case Film
Case Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Background

One of the greatest values of the smart brand is differentiation. If you have a smart you are not like the rest of the drivers. smart Tailor made is a smart model that allows you to fully customize your car. Of all the elements that you can personalize, being able to choose exactly one color for your smart is the benefit that best symbolizes the concept "Tailor Made".

Description

Smart tailor made is a smart model that allows you to choose exactly the colour you want and to create a totally customised smart.

We decided to use the windows of dealerships to show how. Using technology that captured the colours of the clothes of people walking by, we made the car change colour instantly, like a chameleon. The message displayed on the window was “Made for each other. smart tailor made”.

Execution

We chose of one of the most important smart dealership which is located in a fashion street in Madrid. A key place for the smart target. We put a smart car in neutral color inside the dealer window facing the street and we installed a technology based on mapping and recognition of colors able to detect the color of the clothes of the people who passed in front of the dealer window. Once it recognized their clothes color, our smart instantly changed its colors to match the clothes for the surprise of the passer-by.

Similar Campaigns

12 items

Attack of the Drones

PHD, Barcelona

Attack of the Drones

2023, VOLKSWAGEN

(opens in a new tab)