Disturbing London, the boutique cultural consultancy co-founded by Tinie Tempah, has been on the creative scene in the worlds of music and nightlife for more than a decade. <br /> <br />But with the reveal of its Smart car and accompanying campaign, it is beginning to cement itself as a worthy alternative to the traditional agency offering. <br /> <br />Disturbing London’s relationship with Mercedes and Smart began in a slightly more rock ‘n’ roll fashion than a pitch request. The two were first introduced through the auto brand’s sponsorship of London Fashion Week, but – so legend goes – the musician was already a fan: he used to drive a Smart car before he made his name with Pass Out in 2010. <br /> <br />Disturbing and Smart officially collaborated back in 2015 for a series of digital films and events. The idea of the consultancy actually designing a car was a “natural” evolution, according to Krishan Bodhani, head of Smart. <br /> <br />“The Smart brand is one of the youngest automotive brands in the industry and we’ve always tried to do things quite differently – we want to become pioneers in urban mobility,” he said. “But I think where the fit really lies is we share the same philosophies in terms of innovation, and attracting a younger, more millennial audience, which opens up the door in terms of the appeal of the brand to a wider customer base.” <br /> <br />The final product of this arcing collaboration – the cars themselves – have been designed and marketed under the banner of ‘The Art of Simplexity’, an ethos that comes straight from the millennial consumerist attitude of the Disturbing London team. <br /> <br />“We’re always talking about how we personally buy things today,” explained Sandy Cheema, the creative director of the #smartdisturbslondon project. “We like a muted luxe vibe, we like quality, we like limited edition, and so does the kind of the audience that we communicate to.” <br /> <br />Subscribe & Follow The Drum <br /> <br />YouTube: https://www.youtube.com/user/TheDrumReel <br />Website: http://www.thedrum.com/ <br />Facebook: https://www.facebook.com/thedrumpage <br />Twitter: https://twitter.com/thedrum <br />Instagram: https://instagram.com/thedrummag <br />Pinterest: https://uk.pinterest.com/thedrum/
