Every change needs a new hair cut
With smart’s bold choice to go fully electric, we decided to give it a flashy new red hairstyle to mark the change. At IAA 2019, guests could interact with the car's new style. What do you think happens with the bright red hair as the car got plugged in to charge? Even world-famous DJ Alan Walker was impressed.
Visitors had a blast watching and filming as the hair stood straight up – as if electrically charged. The ones who felt adventurous could try out the hair cut on themselves with our GIF AR box. Lenticular posters around the IAA teased the Frankfurt inhabitants of the activation.