Flexible

The task was to create the next extension of SMARTY’s ‘Less Malarkey, More SMARTY’ platform.

Inspired by the flexibility of SMARTY’s plans, we decided to take the idea one step further. Across print and special-build OOH, the campaign physically stretched, bent and flexed to bring the brand promise to life, from stretchable posters and a bendy bus stop to innovative installations across the UK.

The campaign also featured the UK’s first-ever pop-up cover wrap exclusively in the Metro, proving that even outdoor advertising can loosen up a bit.