WOMEN'S RACE by Leo Burnett Iberia Madrid for Fiat

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WOMEN'S RACE

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Industry Cars
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Juan García Escudero
Creative Director Antonio De Federico, Hector Losa
Art Director Gilberto C. Barros, Pouline Atencio
Copywriter Roberto Luque Lapiz
Released April 2012

Credits & Description

Category: Posters
Advertiser: FIAT
Product/Service: 500
Agency: LEO BURNETT IBERIA
Executive Creative Director: Juan García-Escudero (Leo Burnett Iberia)
Creative Director: Antonio De Federico (Leo Burnett Iberia)
Creative Director: Héctor Losa (Leo Burnett Iberia)
Copywriter: Roberto Luque (Leo Burnett Iberia)
Art Director: Gilberto Barros (Leo Burnett Iberia)
Art Director: Pouline Atencio (Leo Burnett Iberia)
Group Account Director: Ricardo Del Campo (Leo Burnett Iberia)
Account Director: Eduardo Gómez-Escolar (Leo Burnett Iberia)
Media placement: POSTERS - MAGAZINES - 1 APRIL 2012, 15 MAY 2012

Describe the brief from the client
As the official sponsor of the National Breast Cancer Awareness run, Fiat 500 wanted to promote the event and boost the number of participants and grow registrations from the previous year’s record of 60,000 entries.

Describe the challenges and key objectives
As it was a race for women, created by women, we decided to create a campaign that spoke in a language that the reader would associate with 'how women talk'; leaving male users slightly perplexed.

The phrases were full of innuendo, forcing users to read the message between the lines: signing-up and supporting this important cause.

Describe how you arrived at the final design
The main goal was to evoke the female essence of the sentences through typography. In order to do this we selected a bold calligraphic typography, which give strength to the words yet being graceful and feminine. Also we emphasised certain words to make clearer the message, garnishing it with delicate ornaments to make more subtle and friendly the threatening headline. The background is neutral to generate high contrast and to keep a classic look, the informative texts represent the brand communications making it clearly differentiated from the women headline.

Give some indication of how successful the outcome was in the market
Reactions were positive, for both women and men. Women identified with the double message of the headline, and to men, it was funny because they recognised how little they understood women’s language. The message was very clear to women, ensuring popular support and a large assistance to the race.