The bigger, the better? From the very first day it was introduced to the European market a decade ago, smart fortwo proves that this notion is quite arguable. With the new campaign developed by Razorfish and Merkley & Partners, New York, the car is also changing the car attitudes of Americans and tries to beat their ‘obsession’ with ‘big.’ The marketing initiative under the ‘Unbig. Uncar’ tagline, kicked off in the USA in September (it’s the first-ever smart’s campaign since the official launch of the brand in this country in 2008), revolves around the idea that small and eco vehicles can be much better, more ‘unboring, unobey, uncluttered, unblah’, than traditional bigger cars.