THE ONE LIFE GAME by Leo Burnett Milan for Fiat

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THE ONE LIFE GAME

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Industry Cars, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Italy
Agency Leo Burnett Milan
Copywriter Giovanni Salvaggio
Producer Marino Bronzino
Released April 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: FIAT AUTO
Product/Service: FIAT
Agency: LEO BURNETT
Date of First Appearance: Apr 21 2011
Entrant Company: LEO BURNETT, Milan, ITALY
Group Creative Director: Paolo Dematteis (Leo Burnett)
Group Creative Director: Riccardo Robiglio (Leo Burnett)
Art Director/Client Creative Director: Corrado Cardoni (Leo Burnett)
Copywriter: Giovanni Salvaggio (Leo Burnett)
Producer: Marino Bronzino (Leo Burnett / Miracle)
Accounts: Paolo Griotto (Leo Burnett)
Post Production: Proxima (Proxima)
Media placement: Video - Italy - 28 April
Media placement: Moadboard - Italy - 28 April

Insights, Strategy & the Idea
Safety at work is an increasingly topical issue in Italy. Every year a thousand people die in the workplace. It’s something we talk about, but the debate never seems to engage workers directly.
Fiat Professional produces vehicles and is thus directly involved in the safety of workers.
Being the author of a message of workplace safety has increased perception among workers and ordinary people. It has moreover confirmed once more the global positioning of Fiat: "First people, then cars”.

Creative Execution
Fiat Professional has decided to talk about the problem where the problem occurs: remind workers about the risks they have directly at their place of work.
To do this we have projected onto the protective cover of scaffolding a famous videogame, whose main star is just a worker, but it’s not a classic videogame, it’s a special one where there is no room for mistakes – ever: a game with one life only. Just like at work. Then we asked workers at construction sites to play. We made them experience the handling of the job as a game, then bringing them back to reality when they were hit and lose their life, thus reminding everyone that in life we have no another one available. From a carefree and playful moment, we then passed to think about a real and dramatic theme, and this event worked well because the people involved were surprised.

Results and Effectiveness
The event has attracted the attention of not only of those who had just finished work on the scaffolds, but also the many passers-by and especially the press, which gave great importance to the news inside the news.
It's an operation that has brought the security issue to be the talk of the town, especially as the 2015 Expo will be held in Milan.