| Title | CHAMELEON |
| Brand | MERCEDES-BENZ ESPAÑA |
| Product/Service | SMART (CAR) |
| Category |
C04. Ambient Use of Digital Technology |
|
Entrant
|
CONTRAPUNTO BBDO Madrid, SPAIN
|
|
Idea Creation
|
CONTRAPUNTO BBDO Madrid, SPAIN
|
Credits
| CARLOS JORGE |
CONTRAPUNTO BBDO |
Chief Creative Officer |
| GORKA FERNANDEZ IRISO |
CONTRAPUNTO BBDO |
Creative Director |
| RAUL LÓPEZ |
CONTRAPUNTO BBDO |
Art Director |
| AURORA LOPEZ |
CONTRAPUNTO BBDO |
Art Director |
| GEMA CRESPO |
CONTRAPUNTO BBDO |
Agency Producer |
| LORENA LANDAU |
CONTRAPUNTO BBDO |
Account Director |
| SOFIA CALONJE |
CONTRAPUNTO BBDO |
Account Supervisor |
| NACHO PÉREZ-SOLERO |
CONTRAPUNTO BBDO |
Account Executive |
| VERONICA FELEZ |
CONTRAPUNTO BBDO |
Account Executive |
Brief Explanation
Smart tailor made is a smart model that allows you to choose exactly the colour you want and to create a totally customised smart.
We decided to use the windows of dealerships to show how. Using technology that captured the colours of the clothes of people walking by, we made the car change colour instantly, like a chameleon. The message displayed on the window was “Made for each other. smart tailor made”.