Cannes Lions

SMART CAR

PONTO DE CRIAÇÃO, Sao Paulo / DAIMLER / 2009

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

In Sao Paulo, cars are often parked on the border between the permitted and the forbidden parking zones. Many drivers are fined because the trunk or the front of their cars crosses the designated area. To take advantage of this common occurrence, stickers with crop marks and fake fines were placed on improperly parked vehicles, showing that a Smart would fit within the designated space, avoiding the risk of a fine.

Outcome

1000 vehicles were pranked. A strong media buzz was created. An AVP spread to various blogs. smart sales in São Paulo are 100% above Daimler predictions for 2009.

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2016, DAIMLER

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