City driving is stressful. But Smart’s For-Two was built for the city. So the only way to become a happier, more
enlightened driver is to drive a Smart. We called it the Road to Enlightenment.
We kicked off the campaign with an ambitious and multifaceted website, to show off the Smart's
design and eco-savvy features, hosted by fictional life coach Dr Tridion.
As it was my idea to cast Matt Berry (relatively unknown at the time) it fell to me to pitch him the role.
Together with comedy director Misha Manson-Smith, we created a uniquely entertaining interactive site.
Users are treated to extracts from Dr Tridion’s best-selling book, brought to life by blending animation with real
footage, and invited to take a series of unconventional tests that lead you towards booking a test drive.
We also created The Glovebox Guru - Dr Tridion’s unique guide for keeping calm on the road.
The site went on to win a Flash In The Pan Gold Award, and was a Webby Award Finalist.