Cannes Lions

SMART (BRAND COMMUNICATIONS)

SPRINGER & JACOBY WERBUNG, Hamburg / SMART / 2004

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Overview

Description

Why should we always accept things the way they are? Why shouldn't we simply question and redefine conventions? Why conform to expectations? The smart brand book gives answers to all these questions and comes up with surprising, creative solutions.

Outcome

The smart brand book is as unconventional as smart itself, which makes it a smart product through and through. Showing the smart brand essentials, the client uses the brand book as a reference for describing the core of the products, without just promoting the cars.

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