| Title | SMART STUPID DESIGN |
| Brand | MERCEDES-BENZ ÖSTERREICH |
| Product/Service | CARS & AUTOMOTIVE |
| Category |
B02. Cars & Automotive Services |
|
Entrant Company
|
JUNG von MATT Hamburg, GERMANY
|
|
Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
|
Media Agency
|
VIVAKI Vienna, AUSTRIA
|
|
Production Company
|
JUNG von MATT/BASIS Hamburg, GERMANY
|
Credits
| Katerina Kamprani |
KK Studio |
Artist |
| Juliana Paracencio |
Jung Von Matt AG |
Senior Art Director |
| Luiz Vicente Simoes |
Jung Von Matt AG |
Senior Copywriter |
| Barbara Dirscherl |
Jung Von Matt AG |
Senior Art Director |
| Frank Seiler |
Jung Von Matt AG |
Creative Director |
| Tobias Schlieperskötter |
Jung Von Matt AG |
Retouch Artist |
| Janine Kerber |
Jung Von Matt AG |
Junior Art Director |
| Jens Paasen |
Jung Von Matt AG |
Junior Copywriter |
| Dörte Spengler-Ahrens |
Jung Von Matt AG |
Partner/Executive Creative Director |
| Stephan Giest |
Jung Von Matt AG |
Managing Director |
| Natalie Martens |
Jung Von Matt AG |
Client Service Director |
| Schouwit Berhe |
Jung Von Matt AG |
Project Manager |
| Charlotte Gross |
Jung Von Matt AG |
Junior Project Manager |
| Niels Beyer |
Jung Von Matt AG |
Deputy Head of DTP |
| Robin Weintraut |
Jung Von Matt AG |
Senior Project Manager |
| Dennis Wendt |
Jung Von Matt AG |
Project Manager |
Creative Execution
Our three online banners trigger our target audience, as they are highly eye-catching and irritating.
At first glance the designs appear as simple daily used objects, thus on the second glance one understands the illogicality behind it with the following tagline, pointing out the obvious:
“Design is nothing if it’s not smart.”
Placing the each banner on an automotive website, we target our publics in a very direct and selective manner, aiming to of course have a higher reach and ultimately higher sales. Each banner links the user directly Smart’s official homepage, where receiving specific information on ‘smart’ design.
No quantifiable results yet due to banners going live on 20th of October 2015.
It is common sense that form follows function.
No design exists just for the sake of it.
In order to convey this message in a clear, nonverbal and meaningful manner, we linked it to the brand Smart. The symbiosis of design and functionality is tantamount to the brand. Hence, the three designs are ordinary objects, which are redesigned to be inspiring and eye-catching thus completely useless. This perfectly portraits Smart’s corporate values in a reverse fashion.
The three striking and easily comprehensible interactive online banners highlight our crux of the matter:
A fork whose handle consists of a flexible chain, a watering can with a reverse sprinkler and a wine glass with its rim on the side. Next to each individual design the following tagline points out the obvious:
“Design is nothing if it’s not smart.”