THE CAR OF OUR TIME by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo for Fiat

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THE CAR OF OUR TIME

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Industry Cars
Media Design & Branding
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Art Director Diego Araujo
Copywriter Bruno Barbieri
Agency Isobar Sao Paulo
Creative Director Eduardo Battiston
Released October 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: FIAT
Product/Service: FIAT 500
Agency: AGÊNCIACLICK ISOBAR
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: AGÊNCIACLICK ISOBAR, São Paulo, BRAZIL
Entry URL: http://www.congado.net/2009/fiat/500/website/en/
Creative Vice President: Raphael Vasconcellos (AgênciaClick Isobar)
Creative Director: Diego Araújo (AgênciaClick Isobar)
Creative Director: Eduardo Battiston (AgênciaClick Isobar)
Art Director: Diego Araújo (AgênciaClick Isobar)
Copywriter: Bruno Barbieri (AgênciaClick Isobar)
UX Designer: Fabrício Teixeira (AgênciaClick Isobar)
Art Assistant: Renato Campana (AgênciaClick Isobar)
Motion Designer: Fernando Colares (AgênciaClick Isobar)
3D Designer: Fabrício Lúcio (AgênciaClick Isobar)
3D Designer: Rafael Baddini (AgênciaClick Isobar)
3D Designer: Teisson Fróes (AgênciaClick Isobar)
Interactive Programmer: Francisco Adelano (AgênciaClick Isobar)
Production Assistant: Pamela Cardoso (AgênciaClick Isobar)
Account Manager: Cláudio Souza (AgênciaClick Isobar)
Project Manager: Maira Zaclis (AgênciaClick Isobar)
Development: Colméia
Audio: Mellancia
Media placement: Website - Internet - 01/10/2009

Describe the challenges and key objectives
The introduce in Brazil the successful FIAT 500, relating the car to a younger audience.

Describe the brief from the client
The biggest challenge was to create an aura of modernity around the car, that in Brazil would be more expensive than in other markets, such as Europe. We also needed to spread the word about it's main feature: personalisation.

Describe how you arrived at the final design
We used the visual representation of an unassembled car to simplify the idea that anyone could use the personalisation tools of the website to create their own FIAT 500. We also integrated the assembly tool with social network, so people could customise their FIAT 500 based on their social network profiles instantly.

Give some indication of how successful the outcome was in the market
On the first day of the car release, more than 25.000 cars were customised on-line.