Cannes Lions

CAR

LEO BURNETT BRASIL, Sao Paulo / FIAT GROUP / 2011

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Overview

Entries

Credits

Overview

Execution

To show that the 2011 Adventure line is perfect for the adventurous, who like to escape the city, we’ve developed a poster showing the map of a city, but as if it were a spider web. The impression is that you must escape this city immediately. And since they are spider webs, the posters were placed in the corners of ceilings and walls at the dealers, making the idea even more real and visually drawing a lot of attention.

Outcome

The action with the posters was a huge success. From all the curious people impacted by webs at least 50% ended up getting interested and learning more about the 2011 Adventure line.

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