Unleash the Beast
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.