This is another interesting award winning print advertisement campaign launched last year by Daimler Chrysler Mercedes Benz to promote its environment friendly Smart small cars. The campaign aims at highlighting two main aspects of the car, environment friendly and efficient fuel consumption. Besides, it also aims at outlining the small size of the car. The advertisements are showing the smart car almost hidden completely behind a lamb, tree-trunk and a piece of rock in order to lay focus on the small size of the car. Since there was also the need to focus on eco-friendly aspect, the advertisements have been shot in a rich environment background.
The presentation of the campaign is undoubtedly impressive as it has not only used an innovative and fresh idea but its execution has been perfectly carried out. Moreover, the product benefit has been fascinatingly illustrated. The campaign was held winner for Bronze at Cannes Lions 2007 in Press Category. The punch line of the campaign reads, ‘New Smart Eco. Consuming 3.4 litres every 100 kilometers makes very little difference to the environment’. The campaign was created by Contrapunto, Madrid, Spain.
Via Twenty Four
