Title: Unleash the Beast
Client: smart

To focus consumer on the latest addition to the smart (Mercedes) addition to Hong Kong: the smart roadster.


To come up with a theme that represented not just theroadster, but also the person who was most likely to drive it, "UNLEASH THE BEAST", referred to both the raw power of the roadster and the primitive instincts for thrills lurking beneath the surface of the successful prospective driver. They might be straightjacketd by protocol at work, but they're a different "animal" altogether when it comes to having fun.



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