Product/ServiceSMART FORTWO
Category E04. Outdoor
Entrant BBDO Berlin, GERMANY
Idea Creation BBDO Berlin, GERMANY
Media Placement OMD GERMANY Düsseldorf, GERMANY
Name Company Position
Till Diestel BBDO Group Germany GmbH Chief Creative Officer
Siyamak Jung BBDO Berlin GmbH Executive Creative Director
Saydan Celik BBDO Berlin GmbH Designer
Eduardo Balestra BBDO Berlin GmbH Copywriter
Lukas Rohde BBDO Berlin GmbH Copywriter
Lia Hermann BBDO Berlin GmbH Copywriter
Mark Hassan BBDO Berlin GmbH Managing Director
Kay Bathe BBDO Berlin GmbH Account Manager

Cultural / Context information for the jury

smart has the smallest turning circle of all cars. So, when you’re overthinking all kinds of things while driving and the paranoia is taking over, the possibility to turn around quickly comes in very, very handy.

Tell the jury about the copywriting.

The writing humorously displays the paranoid overthinking in an unseen but relatable way. While it is entertaining to see the paranoia unfold and become more and more superior, it also leads to the inevitable conclusion: the quickest turnarounds can be very useful.