Fiat Design & Branding FIAT ORIGINAL PARTS by Leo Burnett Tailor Made Sao Paulo

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FIAT ORIGINAL PARTS

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Industry Repair parts
Media Design & Branding
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Alexandre Rato Pagano, Raphael Taira, Bruno Mukai
Copywriter Joao Caetano, Filipi Longuini
Released July 2012

Credits & Description

Category: Posters
Advertiser: FIAT
Product/Service: ORIGINAL PARTS
Agency: LEO BURNETT TAILOR MADE
Creative Vice President: Marcelo Reis (Leo Burnett Tailor Made)
Creative Executive Director: Guilherme Jahara (Leo Burnett Tailor Made)
Art Director: Alexandre Pagano (Leo Burnett Tailor Made)
Art Director: Raphael Taira (Leo Burnett Tailor Made)
Art Director: Bruno Mukai (Leo Burnett Tailor Made)
Copywriter: João Caetano Brasil (Leo Burnett Tailor Made)
Copywriter: Filipi Longuini (Leo Burnett Tailor Made)
Graphic Producer: Zezinho Lima (Leo Burnett Tailor Made)
Art Buyer: Stella Crippa (Leo Burnett Tailor Made)
Art Buyer: Mauro Moura (Leo Burnett Tailor Made)
Image Handling: Celso Bottino (Leo Burnett Tailor Made)
Accounting Vice President: Pablo Artega (Leo Burnett Tailor Made)
Accounting Director: Ricardo Forli (Leo Burnett Tailor Made)
Accounting Supervisor: Carla Recupero (Leo Burnett Tailor Made)
Media Director: Daniela Franco (Leo Burnett Tailor Made)
Manager Director: Andre Massuda (Leo Burnett Tailor Made)
Marketing Director: João Ciaco (Fiat)
Manager Director: Maria Lucia Antonio (Fiat)
Planner: Tiago Lara (Leo Burnett Tailor Made)
Media placement: Posters - FIAT DEALERSHIPS - 07/02/2012
Media placement: Ads - Infomoney Magazine - 07/02/2012

Describe the brief from the client
The client asked us for a campaign for their post-sales segment, reinforcing the importance of using only original parts.

Describe the challenges and key objectives
People who buy non-original parts do it because of the price. Our challenge was to show this saving is actually costlier at the end, since the car is not the same without original parts. The objective was to educate Fiat car owners to use only original parts.

Describe how you arrived at the final design
Our idea was to show that a single part other than the original makes your car run differently. To do so, we told stories of familiar characters from popular culture in a minimalist style, where a single erroneous element changed the history of the character.

Give some indication of how successful the outcome was in the market
The campaign was a success in the market and with the client, who increased its load of placement.