Smart Car wants to expand its electric vehicle business and grow its reputation with a new overarching strategy. The strategy needs a big idea to create engaging content across Smart Car's digital and social channels. The goal is to attract a younger, more environmentally conscious audience by showing that Smart Cars are essential for efficient city living, the future of easy and fun transportation, and help people maximize their leisure time. The strategy is called "Act Cool. Be Cool!" with the key insight being that Smart Cars need to not only look cool by breaking design rules, but also act cool by breaking behavior rules of what a car should be.