SMART:
PROMOTING A UNIQUE BRAND Through DISTINCTIVE CONTENT

BECKER CREATIVE used Chromjuwelen to juxtapose the future of mobility with traditional passions for cars by

• creating an entertaining narrative

• bridgebuilding across auto cultures

• producing articles, photo essays and videos


For us, the iconic city car has always been a phenomenon. When Smart asked us to create a Chromjuwelen story around their electric version, it was 2012. Seven years later, Smart is building its last generation of fuel engines and from 2020 will produce only electric vehicles.

 
 
 
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For all the car races in the world we had seen with Chromjuwelen, there was still one race, we hadn’t yet visited: the 24 Hours of Le Mans. The world's oldest active sports car race in endurance racing, — held annually since 1923 near the town of Le Mans in France, is considered one of the most prestigious automobile races in the world.

And why not go there electric?

 
 
 
 
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The calm and very polite car waited in Paris for us. We and our Smart car started from the Arc de Triomphe and drove all the way via Chartres to Le Mans, arriving relaxed and stunned by French geniality.

Next to producing articles and photo essays we produced a video reportage, that was published on various portals. Have a look!

 
 

Chromjuwelen Électrique (teaser):

 
 
 

Chromjuwelen Électrique (full version):