Fiat Design & Branding LAST WORDS by Leo Burnett Tailor Made Sao Paulo

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Industry Cars
Media Design & Branding
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Murilo Melo
Copywriter Julio Cesar D'alfonso
Illustrator Mario Niveo Graciano
Released November 2011

Credits & Description

Category: Posters
Advertiser: FIAT
Product/Service: FIAT
Creative Vice President: Marcelo Reis (Leo Burnett Tailor Made)
Copywriter: Julio D'alfonso (Leo Burnett Tailor Made)
Art Director: Murilo Melo (Leo Burnett Tailor Made)
Illustrator: Mario Niveo
Accounting Director: Cintia Mourão (Leo Burnett Tailor Made)
Accounting Manager: Daniela Ferreira (Leo Burnett Tailor Made)
Media Director: Fernando Sales (Leo Burnett Tailor Made)
Media Manager: Daniela Franco (Leo Burnett Tailor Made)
Planner: Marcelo Magalhães (Leo Burnett Tailor Made)
President: C Belini (Fiat)
Marketing Director: João Ciaco (Fiat)
Media placement: Posters - Fiat Dealers - 11 November 2011

Describe the brief from the client
Fiat wanted to have a campaign that would raise awareness of Brazilian drivers about the risks of sending or reading messages while driving.

Describe the challenges and key objectives

How to impact people about an issue that is so recent? We had to come up with a very simple and strong message, since people in Brazil don’t think texting and driving is that big of a problem.

Describe how you arrived at the final design
We created print posters using the final famous sentences of well-known figures - suggesting that these could be your last words if you were to text them. Each type was designed accordingly to the personality of each of those celebrities. The messages were then placed inside illustrations of cell phone silhouettes.

Give some indication of how successful the outcome was in the market
We placed the posters in Fiat dealers as an awareness campaign directed to potential drivers. A lot of people asked Fiat for the posters, so we printed extra copies for distribution.