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

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QUADROON

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Industry Cars
Media Design & Branding
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Rodolfo Fernandes, Bruno Bueno
Copywriter Joao Caetano
Released February 2012

Credits & Description

Category: Posters
Advertiser: FIAT
Product/Service: PUNTO TJET
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: Bruno Bueno (Leo Burnett Tailor Made)
Art Director: Rodolfo Fernandes (Leo Burnett Tailor Made)
Copywriter: João Caetano Brasil (Leo Burnett Tailor Made)
Graphic Producer: Zezinho Lima (Leo Burnett Tailor Made)
Art Buyer: Stella Cripa (Leo Burnett Tailor Made)
Art Buyer: Mauro Moura (Leo Burnett Tailor Made)
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)
Managing Director: Malú Antonio (Fiat)
Media placement: Print - Poster In POPs - 15 February 2012

Describe the brief from the client
Advertise the Punto T-Jet with the new integrated voice command GPS.

Describe the challenges and key objectives
To show in a different, didactic and modern form a feature that has been much worked on by several brands. The visual technology needed to translate the product's technology in a way that was both modern and clever.

Describe how you arrived at the final design
It all started with the concept, 'When everything is the same, you're lost', which featured the product in a real and present way in people's lives. From this, we studied forms and visual readings that would translate this concept.

Give some indication of how successful the outcome was in the market

The campaign had a strong impact in the ways in which it was transmitted. In all of these consumers sought the idea’s outcome always proven by the modern and different look.