Fiat Design & Branding ROUTINE by Leo Burnett Iberia Madrid

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Industry Cars
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Juan García Escudero
Art Director Federico Bosch, Alejandro Hernán, Francisco Javier Martínez
Copywriter Fernando Martin
Illustrator B-Ita, Freeuno
Released March 2012

Credits & Description

Category: Posters
Advertiser: FIAT
Product/Service: 500
Executive Creative Director: Juan García-Escudero (Leo Burnett Iberia)
Creative Director: Fernando Martín (Leo Burnett Iberia)
Art Director: Alejandro Hernan (Leo Burnett Iberia)
Art Director: Federico Bosch (Leo Burnett Iberia)
Art Director: Javier Martínez (Leo Burnett Iberia)
Copywriter: Fernando Martín (Leo Burnett Iberia)
Illustrator: Freeuno
Illustrator: B-Ita
Group Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Account Director: Eduardo Gomez-Escolar (Leo Burnett Iberia)
Media placement: posters - concessionary - 1 March 2012

Describe the brief from the client
The new Fiat 500 Twinair is a funny car to drive among other things due to its bi-cylindrical gasoline engine whose turbocharger gains a power of 85cv and to its spectacular sound. To communicate these car characteristics we had to develop a graphic campaign underneath 500 Twinair “Everyday fun” concept.

Describe the challenges and key objectives
The car positioning and its “fun” spirit were taken into account in the campaign represented in a funny and original way. Furthermore, the graphic designs had to show an attractive and impressive visual effect as the car itself.

Describe how you arrived at the final design
We wanted to show several situations in which different characters get bored in their daily routine – though, theoretically, it should be really funny, and they only enjoy when driving their Fiat 500. The alien as well as the super hero, the charming prince or are presented bored along their day with the exception when driving the 500 Twinair to go and come back from “work”, which shows how cool is to drive it.

Give some indication of how successful the outcome was in the market
The campaign had a great impact on many blogs, publications and magazines related to design and illustration, such as “Yorokubu”, one of the most influential magazines in Spain specialized on fashion and trends.

Even “Matador”, one of the publications most important of Spain, specialized in design, art and culture (published once a year at a cost of €70) echoed this campaign.