This piece was all about promoting smart’s very special limited edition, Highstyle; a delectable chocolate brown number with a host of unique styling features.

With our audience a mix of self-confident individuals keen to express their personality, this unique product represented a perfect way for them to demonstrate their individuality on the motorway. Amongst the melee of red Fords, blue Vauxhalls and so on they could have their own individual style.

Style became the key theme for the piece and we decided to use fashion – also all about individuality and self-expression – to help us introduce our audience to the new car.

Rather than send out a more standard DM piece we decided to create our own booklet in the style of a fashion magazine. We hooked up with prominent fashion photographer Chloe Mallett (who you might remember from such shoots including Victoria’s Secret, Jigsaw, Temperly London, Elle, Natalie Imbruglia and Girls Aloud) and undertook our own shoot starring the new smart Highstyle.

The whole finished piece is designed, written, photographed and packaged like a subscription fashion magazine.

Not only is the result very shiny, it’s generating test-drives as we speak. We’ll let you know how it’s performed in a month or two.