Smart Car Gold Addy Campaign
This poster campaign for Smart Car was developed by BBDO in New York and received gold at the AAF’s Addy Awards in 2010.
The artwork pulled me in initially. I really love the kind of old, vintage machinery look inside the balloon. The off-white space reminds me of an aged poster. The overly-complicated structure inside implies that despite the simple exterior, there is more than you can imagine going on inside. The copy explains the image and reads, “Tougher than it Looks.”
You don’t have to dig very deep to get what they’re trying to tell you, but despite the simple concept, the ad says a lot with little.