Known for its compact cars and joie de vivre, smart launched its first new model in almost 25 years: the new smart fortwo. The message for the Belgian campaign was clear: the smart fortwo is made for your city. We adapted the international campaign and personalized it per Belgian hotspot with unique outdoor signage, billboards and installations to highlight each city’s most iconic landmarks. Activations in Belgian cinemas reinforced the outdoor marketing and helped generate additional buzz. We designed a smart fortwo installation and used mirror stickers in the restrooms and branded popcorn buckets as a playful way to connect with the target audience in unexpected ways.