Cannes Lions
LEO BURNETT BRASIL, Sao Paulo / FIAT GROUP / 2010
Overview
Entries
Credits
Execution
Fiat sponsors several TV shows aimed at youngsters. But instead of placing our logo, we interfered directly in the show. We chose a programme like 'Whose line is it anyway?' and waited for the perfect time to demonstrate Fiat's soundproofing system.
Outcome
The action reflected instantly on social media. But the most important was finding a new communication channel, interactive and interesting to this important target.
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