Fiat Design & Branding NEW UNO TEASERS 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
Director Mateus De Paula Santos E Nando Cohen
Creative Director Ruy Lindenberg
Art Director Javier Talavera
Copywriter Rita Corradi
Account Supervisor Danilo Ken
Released October 2010

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
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)
Copywriter: Rita Corradi (Leo Burnett)
Account Director: Cintia Mourão (Leo Burnett)
Account Supervisor: Danilo Ken (Leo Burnett)
Account Executive: Daniela Ferreira (Leo Burnett)
Planning Vice President: Patricia Weiss (Leo Burnett)
Planning Director: João Gabriel (Leo Burnett)
Planning Manager: Tiago Lara (Leo Burnett)
Director: Mateus de Paula Santos (Vetor Zero / Lobo)
Director: Nando Cohen (Vetor Zero / Lobo)
Animation: Marcos Felix (Bogus) (Vetor Zero)
Animation: Michel Venus (Vetor Zero)
Composition: Renan Teixeira (Vetor Zero)
Animation Coordinator: Francisco Sanches (Vetor Zero)
Media placement: TV Bumper - TV Globo - 14/05/2010

Describe the brief from the client
To launch the New Uno, an innovative car in its category, cool, modern, available in new and different colours, with different details, allowed for customization, everything that a car in this category did not offer to customers. And one part of the campaign were these teasers, or bumpers, which should reflect everything that the car represents: something different from everything that is out there.

Describe the challenges and key objectives

To show, in just a few seconds and through a strong visual concept, the innovative characteristics of the car, its new design, the birth of a new idea, with beautiful images that grasp the audiences’ attention.

Describe how you arrived at the final design
These different visual languages were achieved after many studies through art direction and technical effects developed with the production house, so that the final effect reflected exactly what the car´s concept is: each one can be different, just like the car.

Give some indication of how successful the outcome was in the market
The New Uno received 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 Golf for the first time as the best selling model after VW’s 24 year leadership.