To re-launch the Fiat 500, a small car with the value of a large car, we needed to break a cultural barrier. For Brazil, the more a person improves their life, the bigger the car. So we created a campaign with the intention of generating a great debate in the media. We placed the talented and short actor Dustin Hoffman to star opposite to the large and the worst Brazilian soap opera actor of all time, Ricardo Macchi.This comparison showed that size made no difference in being a great actor and it was the perfect bait to generate discussion and to get the ball rolling on the subject, helping us to fight this cultural barrier.And how about that? It worked. The campaign, "It is a big car, you just hadn’t realised it" became a movement; the FIAT 500 became a big car in sales and Ricardo Macchi could finally have a few more minutes of fame.

Our first great executional challenge was to find celebrities who had strategic coherence, who had viral potential and were widely known in Brazil.Finally, we didn’t choose 1 actor but 2: 1 actor tall and known for his lack of talent, the Brazilian Ricardo Macchi, and the short and talented Hollywood actor, Dustin Hoffman.Together, they helped us to materialise our questioning and to show with boldness and irreverence that a short actor can be a great actor, just as the Fiat 500 can be small and be a big car.The executions consisted of TV films, radio spots, magazine and newspaper ads, as well as several demonstrations and exclusive materials for the internet, thereby increasing its impacting power and viralisation.

Cinquecento’s campaign has put a new agenda for the consumer, challenged values and proved that despite being small, Cinquecento was the great car consumers were looking for. A campaign that became the “talk of the town” and helped making the car a sales hit.# A new agenda in peoples’s mind.Over $2.7m in spontaneous media; 91 publications (magazines and portals); 5th place in the list of most engaging pages in Brazil; the commercial had more than 3.4m views on YouTube.# An Effective communication Today, 1,300 Cinquecentos are sold per month (20 times more than before the campaign), becoming the 5th best-selling product of the company. FIAT wasn't expecting such a success. The demand for Cinquecento became so high that, nowadays, the waiting lists have reached 120 days. In march, 2012, Cinquecento sold 2,300 units, reaching for the first time the ambitious sales goal.