| Title | He got stronger |
| Agency | Leo Burnett Tailor Made |
| Campaign | He got stronger |
| Advertiser | Fiat |
| Brand | Fiat |
| Posted | May 2007 |
| Product | Palio |
| Business Sector | Cars |
| Story | A Fiat Palio was placed in a customized wagon in the front of regular trains that run around São Paulo. In this way, the passengers at the stations had a impression that the Fiat Palio was pulling itself the whole train when it was moving. A adhesive was placed outside the trains with a message: "He got stronger. Fiat Palio with 115 hp." |
| Philosophy | A Fiat Palio was placed in a customized wagon in the front of regular trains that run around São Paulo. In this way, the passengers at the stations had a impression that the Fiat Palio was pulling itself the whole train when it was moving. |
| Problem | To communicate the outstanding power of the new Fiat Palio model with 115hp. |
| Result | Great sales impact. During November and December, all those Fiat Palio limited edition models were sold out. |
| Media Type | Transportation & Vehicles |
| Market | Brazil |
| Art Director | Luis Catapano |
| Art Director | Andre Kirkelis |
| Creative Director | Ruy Lindenberg |
| Copywriter | Carlos Schleder |
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