Fiat Design & Branding CAMOUFLAGE/BUTTERFLIES/BULLET/BLISTER/BUG 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
Creative Director Ruy Lindenberg
Art Director Javier Talavera, Matheus Matsumoto
Copywriter Rita Corradi
Account Supervisor Daniela Ferreira
Released October 2010

Credits & Description

Category: Posters
Advertiser: FIAT
Product/Service: NEW UNO
Date of First Appearance: Oct 20 2010
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Director: Ruy Lindenberg (Leo Burnett)
Art Director: Javier Talavera (Leo Burnett)
Art Director: Matheus Matsumoto (Leo Burnett)
Copywriter: Rita Corradi (Leo Burnett)
Account Director: Cintia Mourao (Leo Burnett)
Account Supervisor: Daniela Ferreira (Leo Burnett)
Account Executive: Pedro Lage (Leo Burnett)
Art Buyer: Stella Crippa (Leo Burnett)
Art Buyer: Mauro Moura (Leo Burnett)
Media placement: Posters - Car Dealerships - 20/11/2010

Describe the brief from the client
Develop graphic campaign for a young audience taking into consideration the diversity of the tribes to communicate the attributes of the New Uno. To use in dealerships as wallpapers and as giveaways.

Describe the challenges and key objectives
The attributes of the New Uno are the personalization, the design, and most of all the posture of constant transformation, the challenge was to communicate all this without tying the whole thing to a graphic formula.

Describe how you arrived at the final design
Each of the attributes of the New Uno was interpreted with an analogy: the design and strength in the figure of a scarab transformed into a car. The capacity of personalization in the camouflaged texture of flowers. Speed in the figure of a bullet tearing through a tomato. Potency in the form of Viagra pills and finally the feminine delicacy in the format of small cars/insects around a flower.

Give some indication of how successful the outcome was in the market
Together with the other pieces of the New Uno campaign it was established as unconventional communication just as the car and the awards it has won:
Car of the Year Award, Campaign of the Year Award, the campaign was chosen as the 2nd best in the opinion of the 300 largest advertisers in the country, it was also chosen as the best advertising in the opinion of the 100 most important publishers in the Brazilian market. In February 2011, the New Uno surpassed the VW Gol for the first time as the best selling model after VW’s 24 year leadership.