Smart stunt

By AdNews | 23 April 2004
Not enough agencies take an outside-the-box approach in trying to score a place on pitch lists so SmartÕs stunt on Thursday 22 April deserves a mention. Keen to get on the as-yet-undecided Peugeot shortlist, Smart deployed a troop of dwarves sporting t-shirts declaring ÒWeÕre small but we work hardÓ. The troop descended on PeugeotÕs headquarters for a day of fetching coffees and running errands. Peugeot has made it clear itÕs after a medium-sized Sydney agency and, despite a strong presence in Melbourne, SmartÕs fledgling Sydney operation does not meet the size requirements. As Smart partner Ben Lilley admits, the stunt will either be Ògloriously successful or kill any chance we haveÓ.

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