In its German homeland Sixt dominates the market but here it is a challenger brand.

Their offer was simply a flashy (German) car for the same price as a boring one from their rivals.

Why drive a Nissan when you can drive a BMW, Audi or Mercedes?

Drive Smug brought a bit of attitude and ‘stickiness’ to a straightforward value proposition.

Drive Smug reminds people that it’s nice to feel a bit flash every now and then

and no-one likes feeling flash more than the boys and girls of the city.

So to make the most of a modest budget we spent it all on a month long takeover of Canary Wharf station.

The European Championships were on so we encouraged fans to hire a car and drive down to France.

The success of the launch convinced client to increase the budget enough for us to make some films in year two.

The campaign won an IPA Effectiveness award.