Smart Canada, division of Mercedes-Benz Canada, is showcasing the Smart For Two’s small turning radius using cement trucks during the 2011 Canadian International AutoShow in Toronto, February 18 to 27. City cement trucks have been transformed into naturally rotating mobile billboards with a Smart ForTwo coupe on their spinning cement drums. To minimize the environmental footprint, the branded trucks are driving along already established routes (construction sites) which pass through some of the city’s highly-trafficked areas. The initiative, which will continue for four weeks, is being promoted online at Smart Canada’s Facebook page. The first ten people to take a photo of the cement truck and post it there will win 2 tickets to the Canadian International AutoShow in Toronto.
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The Cement Truck campaign was developed at Proximity Canada/BBDO Toronto by creative directors John Gagne, Peter Ignazi and Carlos Moreno, associate creative director/art director Rene Rouleau, photographer Don Dixon, producer Rosanne Woodley, account directors Steve Groh and Adam Lang, account supervisor Nevena Djordjevic and PR director Shari Balga.