| Title | TALKING SCRATCHES |
| Brand | MERCEDES-BENZ RUSSIA |
| Product/Service | SMART AUTOMOBILE |
| Category |
D01. Displays |
|
Entrant
|
BBDO Moscow, RUSSIA
|
|
Idea Creation
|
BBDO Moscow, RUSSIA
|
Credits
| Sergey Kozhevnikov |
BBDO Russia Group |
Creative Director |
| Alexandra Dedyukina |
BBDO Russia Group |
Copywriter |
| Sergey Egorov |
BBDO Russia Group |
Senior Art Director |
| Anna Sokolova |
BBDO Russia Group |
Client Services Director |
| Kamila Narimanova |
BBDO Russia Group |
Account Manager |
| Valery Gorokhov |
BBDO Russia Group |
Senior Producer |
Write a short summary of what happens in the ambient or digital execution or campaign.
We noticed that scratches on columns are a well-known symbol that reminds drivers: every big car is in danger here. Then we went to of one of the most visited Moscow car parkings and turned this fear... into a joke! We turned scratched columns into a communication points by adding witty phrases right above real scratches on the columns and walls. The message was clear: a compact car is much easier to park.
Phrases:
– Think smart. www.smart.ru
– Parking doesn’t fit you? www.smart.ru
– Smaller car – less problems. www.smart.ru
– Are you sure that scars adorn? www.smart.ru
Cultural/Context information for the jury
In Moscow, parking of shopping malls is a driver’s hell. Crowded space with narrow parking lots and the lack of room for maneuver causes stress for drivers and problems for cars. We chose it to show the advantages of a new smart, compact and maneuverable city car, that is much easier to park.