SUMS by Leo Burnett Iberia Madrid for Fiat

SUMS

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Industry Cars
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Sergio Lobo, Bruno Nakano
Copywriter Francisco Cassis, Alejandro Calleja - Hernán Ramos
Account Supervisor Elisabetta Lerbini, Felipe Alexandre-García
Illustrator Bruno Nakano
Released December 2010

Credits & Description

Category: Posters
Advertiser: FIAT
Product/Service: FIAT 500
Agency: LEO BURNETT IBERIA
Date of First Appearance: Dec 10 2010
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Creative Director: Sergio Lobo (Leo Burnett Iberia)
Copywriter: Hernán Ramos (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Copywriter: Francisco Cassis (Leo Burnett Iberia)
Art Director: Sergio Lobo (Leo Burnett Iberia)
Illustrator: Bruno Nakano (Leo Burnett Iberia)
Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Account Supervisor: Elisabetta Lerbini (Leo Burnett Iberia)
Account Supervisor: Felipe Garcia (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Posters - Streets - December 2010

Describe the brief from the client
Fiat 500 is the car with most options for customization.
We needed to translate that benefit into a print campaign.

Describe the challenges and key objectives
The campaign needed to be impactful and eye-catching.
Just like the car.

Describe how you arrived at the final design
We wanted to demonstrate that if you combine one thing with other different things, the result is always a third new thing.

Give some indication of how successful the outcome was in the market
The campaign was featured in many blogs and magazines related to design.
500 is now more trendy than Mini and Matador magazine, one of the top design magazines in Spain (it only comes out once a year and it costs almost 70€ an issue) featured the campaign.