smart: #2

The client asked us to create a social campaign to tease the return of the iconic smart Fortwo, reimagined as the new all-electric smart #2. Using shadows and silhouettes, we built intrigue around the car’s form while honoring its design legacy. The shadow became a symbol of both heritage and transformation, setting the tone for the new era of smart. Paired with the line “Reserved for #2,” the campaign reignited excitement among longtime fans and invited a new generation to join the future of urban mobility.