Fiat Design & Branding YOKO by Leo Burnett Tailor Made Sao Paulo


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Industry Repair parts
Media Design & Branding
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Andre Kirkelis, Sergio Lobo, Bruno Bueno
Copywriter Tomás Correa
Illustrator Heitor Satyro
Released April 2011

Credits & Description

Category: Illustration
Advertiser: FIAT
Date of First Appearance: Apr 15 2011
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Director: Ruy Lindenberg (Leo Burnett)
Art Director: Sergio Lobo (Leo Burnett)
Art Director: Andre Kirkelis (Leo Burnett)
Art Director: Bruno Bueno (Leo Burnett)
Copywriter: Tomas Correa (Leo Burnett)
Illustrator: Heitor Satyro (Leo Burnett)
Media placement: poster - NEW MEDIA - 04/15/2011

Describe the brief from the client
How to incentivise people to request original maintenance parts for their cars?

Describe the challenges and key objectives
The challenge was to bring the matter to the everyday life of people and make them understand the importance of using and demanding replacement parts in their car. Fiat did not want to leave that decision solely for the mechanic, but for the consumer.

Describe how you arrived at the final design
With humour, we developed a visual concept based on human relations to show how much one non original part may affect all the rest. The humour was essential to speak to the final consumer, since they don’t have the specific understanding about car repair.

Give some indication of how successful the outcome was in the market
The posters were placed in convenience stores at the gas stations, but Fiat had to print many extras because people asked to take them home.