Our client, Smart Canada wanted to tout some of the Smart fortwo’s features at Canada’s largest annual auto show.

For the final design, we decided to take advantage of the large numbers of people who pass through the auto show. The escalators there are almost always packed with people – so what better way to demonstrate the surprisingly spacious interior of a Smart Car than to use all those people and make it seem as though they are all inside a Smart Car.

The piece was a huge success and gained press for the Smart brand both in Canada and abroad in countries like Germany. It was even featured in a newsletter that goes out to Smart clients worldwide.