Smart Car’s Custom Wrap Program
Smart Car faced the challenge of targeting two distinct age groups: young buyers before having children and older buyers after their children left home. Rather than focusing on age, we identified shared values such as creativity, environmental awareness, and open-mindedness. We developed a strategy that emphasized these values, allowing the brand to resonate with both groups. The Custom Wrap Program, which let consumers personalize the car’s exterior, was key to this strategy. I concepted the idea and led the art direction, collaborating closely with director Phil Joanou to bring the film to life on set.
Partner: Alex Smulian ECD: Saks Afridi, Eddie Van Bloem Director: Phil Joanou
Paid Social
Instagram users own photos demonstrate how infinitely customizable the wrap program is.
Smart Car owners can design their wrap at smartusa.com/CustomWrapDesign. From there they are encouraged to share it on social media where their friends and followers can vote on the best design.
Display
Banner ads directed people to smartusa.com/CustomWrapDesign
Wild Postings
Die-cut posters demonstrate how infinitely customizable the wrap program is.
