» Chameleon
DIGITAL OUTDOOR
Smart wanted to showcase the power of its tailor made program, a model that lets customers choose any color they want. The challenge was to express endless customization in a way that felt immediate, surprising and understandable for anyone walking down the street.
The idea was to make the Smart behave like a real chameleon. We transformed dealership windows into interactive displays that reacted to people passing by. Using color recognition technology, the system detected the dominant color of each pedestrian’s clothing and instantly changed the car’s body color to match. Without needing to read or touch anything, the public saw the message in a single glance: Smart tailor made adapts to you.
By turning a simple walk past the dealership into an unexpected moment, the installation generated attention, footfall and organic sharing. It became one of the most awarded Smart projects, proving how a simple interactive twist can turn a showroom into a piece of entertainment.
Smart wanted to showcase the power of its tailor made program, a model that lets customers choose any color they want. The challenge was to express endless customization in a way that felt immediate, surprising and understandable for anyone walking down the street.
The idea was to make the Smart behave like a real chameleon. We transformed dealership windows into interactive displays that reacted to people passing by. Using color recognition technology, the system detected the dominant color of each pedestrian’s clothing and instantly changed the car’s body color to match. Without needing to read or touch anything, the public saw the message in a single glance: Smart tailor made adapts to you.
By turning a simple walk past the dealership into an unexpected moment, the installation generated attention, footfall and organic sharing. It became one of the most awarded Smart projects, proving how a simple interactive twist can turn a showroom into a piece of entertainment.
Client
Smart Mercedes Benz
Agency Contrapunto BBDO
Smart Mercedes Benz
Agency Contrapunto BBDO
Cannes Lions:
Bronze Outdoor
D&AD Awards:
Wooden Pecil
The One Show:
4 Merit
The Caples Awards:
Bronze
Epica Awards:
Bronze
Personal Note
This project is significant to me. I came up with the idea during my first week as an intern at BBDO. Years later, the agency produced it and entered it into festivals, where it collected metals across Cannes, D&AD, One Show, Caples, and Epica, among others. Even though I contacted them, I was never included in the credits because I had already left the agency, and the idea stayed in their drawer for four years.
Experiences like this shaped the way I lead teams today. I make sure every idea is attributed to the person who brought it to life. Great thinking can come from anyone, at any level, and credit should always follow the idea.
This project is significant to me. I came up with the idea during my first week as an intern at BBDO. Years later, the agency produced it and entered it into festivals, where it collected metals across Cannes, D&AD, One Show, Caples, and Epica, among others. Even though I contacted them, I was never included in the credits because I had already left the agency, and the idea stayed in their drawer for four years.
Experiences like this shaped the way I lead teams today. I make sure every idea is attributed to the person who brought it to life. Great thinking can come from anyone, at any level, and credit should always follow the idea.