Cannes Lions

FIAT

LEO BURNETT IBERIA, Lisbon / FIAT GROUP / 2011

Presentation Image

Overview

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Credits

Overview

Description

Fiat is an environment concerned car builder. So Fiat dealers decided to do a different kind of test drive, called Drive For Good. In it, people didn't just drove the cars around and came back. They had a purpose. Dealers would put seeds and seedlings in the cars' trunks. Drivers would drive to an area in the city that needs more green, plant trees and come back. Our brief was to let people know about this new way of test driving, in an eco-friendly way.

Execution

We designed all the materials so they all could fit in a 100x70cm sheet of recycled paper, leaving not even an inch of paper unused. After printed, all that was needed was to cut the parts, leaving no paper waste on the floor afterwards.

Outcome

The outcome was successful in two ways. First, people responded well to the campaign, and went to the dealers to make the test drives. And second, it helped to strengthen Fiat's image as a brand that cares about the environment, not only by making ecological cars, but by being ecological also in the way it talks to consumers.

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