Cannes Lions

NEW UNO 2014

LEO BURNETT TAILOR MADE, Sao Paulo / FIAT GROUP / 2014

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Overview

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Credits

Overview

Description

Our goal was to introduce the benefits of the new Uno’s colour variation in an innovative and impacting way, reinforcing its sympathy, accessibility, and proximity to the consumer.

Execution

We created visual metaphors showing how the colour can turn something dangerous, boring or uninteresting into something extremely fun. Medication, weapons, and work days are not very fun but paint-ball guns, Viagra and holidays are. Just like in the street where colourful cars like the new Uno are a synonym of fun.

Outcome

The goal was completely achieved. The posters drew a lot of attention in the Fiat dealerships and, with a simple and accessible visual design, reinforced the positioning of the new Uno as Fiat’s most fun and most colourful line of cars.

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