E-scooters have become a pedestrian problem since they started showing up in cities all over the world. Scooter share programs have left streets littered with scooters dropped randomly in the middle of sidewalks, on public property and in crowded walkways.
It’s a problem that’s been growing in Germany, so auto company Smart, which recently switched to an all-electric fleet, decided it had a better way. Working with BBDO, the company took random pictures of the scooters in public spaces in Berlin, like street medians, sidewalks and streetcar platforms. It put them on OOH posters and print ads that read: “If only every electric vehicle could help you park. ‘Ready to Park.’ Unfortunately only available for Smart.”
The ads promote Smart’s feature, ‘Ready to Park’, which informs drivers of Smart vehicles exactly where they can find a perfect parking spot. Smart car owners can even book some spots in advance.
Vote for the ad by clicking on the Creative Works box below.
: 'Bad Parking'
Chief Creative Officer: Till Diestel
Executive Creative Director: Siyamak Jung
Creative Directors: Pedro Americo, Jeannette Bohné
Senior Copywriter: Eduardo Balestra
Senior Art Director: Luis Paulo Gatti
Managing Director: Mark Hassan
Project Director: Anja Schwarzmann
Print Producer & Art Buyer: Betty Zschirnt
Photographer: Murat Aslan
Production Company: Pflanz Produktionsservice