2 in 1
Briefing
Smart had two models: the Coupé with a roof and the Cabrio without one. Instead of making two separate ads, we used a single rotating billboard to show both.
Idea
Rotating billboards work by turning and showing different advertising from what came before. Normally that’s a mechanism for hiding. We turned it into a mechanism for revealing.
When the billboard rotates, it stops exactly at the roofline of the Smart. What you see above is a Coupé. What you see below is a Cabrio. The roof disappears because the rotation physically cuts it.
Execution
Rotating billboard in starting position: red Smart Fortwo Coupé, text “smart fortwo coupé from €8,700.” The billboard rotates and stops halfway. The upper part of the car is hidden. The lower part reveals the Cabrio with text “smart fortwo cabrio from €11,240.” One single surface, two cars, one mechanical trick.