Strategy lines:(the proposition was: “the smallest car in the world foe four passengers”)

Small and useful.

Small but useful.

Small but big.

It could be your key holder.

Like a small gadget.

Gadget for four.

Fifth wouldn’t fit.

So small that fifth wouldn’t fit.

Smallest for four.

Stretches for four.

Small but stretches for four.

Yes it is for four.

So big for two so small for four.

If it would be smaller – it would be weird. (Any smaller would be weird.)

I came up with a combination of strategies “Smallest for four” and “Any smaller would be weird.”

Firstly it was “If it would be smaller – it would be weird” but I was given an advice to make it shorter. As an example my tutor gave me a shorter variant of strategy line. It was “Any smaller would be weird.” I loved it and decided to make it as my strategy line. Although I’m still confused, whether it is a complex strategy line that consists of two expressions or the strategy line is “Smallest for four” and “Any smaller would be weird” is an explanation of main idea.

How I came up with idea? It is simple. I browsed the web for pictures of TOYOTA IQ to realize its actual size. As I understood it was so small that it became obvious to me that if the car would be smaller it would have different shape. It would probably have the shape that is not usual to our perception. It would be something strange. So I tried to imagine the weirdest shapes of car and I made sketches. That’s how my campaign appeared. After my presentation to class the suggestion appeared that my campaign would look better if the logo was smaller and if there was a small drawing of original TOYOTA IQ car.