Fiat Design & Branding DRIVE FOR GOOD by Leo Burnett Iberia Madrid

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DRIVE FOR GOOD

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Industry Cars
Media Design & Branding
Market Portugal
Agency Leo Burnett Iberia Madrid
Director Pedro Rolo
Art Director Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros
Producer Pijamas, Tommaso Fajdiga, Stefano Marietti
Released April 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: FIAT
Product/Service: FIAT
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 28 2011
Entrant Company: LEO BURNETT IBERIA, Lisbon, PORTUGAL
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director/Copywriter Lisbon: Erick Rosa (Leo Burnett Iberia)
Copywriter: Thiago Carvalho (Leo Burnett Iberia)
Art Director: Thiago Arrighi (Leo Burnett Iberia)
Account Director Lisbon: Tiago Reis (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Production Director: Cristina Almeida (Leo Burnett Iberia)
Director: Pedro Rolo (Bikini Films)
Production: Ana Miranda (Bikini Films)
Sound Production: (Som de Lisboa)
Voices: Randolph Albright (Som de Lisboa)
Executive Creative Director Lisbon: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director Milan: Riccardo Robiglio (Leo Burnett Italy)
Executive Creative Director Milan: Paolo De Matteis (Leo Burnett Italy)
Project Manager: Miguel Simões (Leo Burnett Iberia)
General Account Manager: Giorgio Brenna (Leo Burnett Italy)
Account Director Italy: Riccardo Vavala (Leo Burnett Italy)
Producer: Tommaso Fajdiga (H Films)
Producer: Stefano Marietti (H Films)
Producer: Pijamas (H Films)
Media placement: Outdoor - Fiat Cars - 28/04/2011

Describe the brief from the client
Fiat is an environment concerned car builder. So Fiat dealers decided to do a different kind of test drive, called Drive For Good. In it, people didn't just drove the cars around and came back. They had a purpose. Dealers would put seeds and seedlings in the cars' trunks. Drivers would drive to an area in the city that needs more green, plant trees and come back. Our brief was to let people know about this new way of test driving, in an eco-friendly way.

Describe the challenges and key objectives
The challenge was to inform people of this new kind of test drive in an ecological way. If Fiat worries about the environment, it must show this concern in every touching point with the customer.

Describe how you arrived at the final design
We designed all the materials so they all could fit in a 100x70cm sheet of recycled paper, leaving not even an inch of paper unused. After printed, all that was needed was to cut the parts, leaving no paper waste on the floor afterwards.

Give some indication of how successful the outcome was in the market
The outcome was successful in two ways. First, people responded well to the campaign, and went to the dealers to make the test drives. And second, it helped to strengthen Fiat's image as a brand that cares about the environment, not only by making ecological cars, but by being ecological also in the way it talks to consumers.