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 entertaining site to show off the Smart's innovative design and eco-savvy
features, hosted by fictional life coach Dr Tridion. It was my job to pitch the lead role to Matt Berry, who was then relatively unknown.
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.