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Can a campaign against overconsumption sell a car? Smart USA and its agency StrawberryFrog are betting on it with a branding initiative that playfully urges consumers to take a stand “against dumb.”
Positioning the microcar as the smart choice in a culture consumed by consumption, the campaign argues that dumb is buying things you don’t need. “Why do smart people do dumb things?” asks a female voiceover in an online video, dubbed “Manifesto,” posted on Facebook.
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