The right fit

That's some serious urban versatility.


advertiser: Smart Car
agency: BBDO Toronto
executive CD: Ian Mackellar
associate CDs: Patrick Scissons, Mark Mason
copywriter: Craig Mcintosh
advertiser’s supervisor: Christian Gani
account manager: Steve Groh
account supervisors: Andrew Hayes, Robin Steele
producer: Beatrice Bodogh
ADs: Jaimes Zentil/Kevin Filliter
prop builder: Haralds Gaikis-Uplis Ltd.

Smart Car wanted to prove that its vehicles can fit pretty much anywhere and are especially useful when navigating and ultimately trying to park in the urban sprawl that is Toronto. So, with BBDO Toronto’s help, they demonstrated that they can have as much utility as another commonly used urban vehicle – the bicycle – by placing the tiny cars in places that normally only bikes could fit. To hammer the message home they then locked them up with giant bike locks. The effort proved to be the right fit with the judges at Cannes too, because it won a Bronze in the outdoor category. Another Canadian entry took home somoe bronze hardware in that category too. TBWAVancouver won for its BC Lottery Corporation scratch tickets entitled ‘Boat’ and ‘Pool.’ They feature images of those objects appearing to have been sketched with scratch marks like the ones you’d see on a scratch ‘n’ win lotto card.


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