| Title | no grey (88s) |
| Brief | To make this business idea - no more grey cars - memorable, we sought the most spectacular, innovative, and unexpected way possible: to put Fiat's Global President, Olivier Francois, in a grey Fiat 600 attached to a cable, which was connected to a huge crane. Lift him 15 metres high above the colourful town of Lerici, Italy and then submerge him in an actual giant canister containing 10.000 litres of orange paint. The result was a spectacular video that was able to transversally intercept every target audience, conveying the brand positioning "New Dolce Vita for all" to everyone around the world. |
| Agency |
Leo Burnett Company, S.R.L.
|
| Campaign |
New Fiat 600
|
| Advertiser |
Stellantis
|
| Brand |
Fiat
|
| Date of First Broadcast/Publication |
2023 / 6
|
| Business Sector | Cars
|
| Story | 27% of cars sold worldwide are grey. Despite this, Fiat decided to stop producing them. A seemingly surprising choice that had two purposes. To concretely give life to the "Dolce vita for all" brand positioning, characterized by a strong link to Italy, a country famous for its joy, optimism and colours. And to distinguish itself from competitors, within the world of automotive advertisements, which are all the same as each other and only focus on products and features |
| Media Type |
Events
|
| Executive Creative Director |
Francesco Martini
|
| Creative Director |
Giuseppe Campisi
|
| Creative Director |
Giovanni Greco
|
| Creative Director |
Enrico Pasquino
|
| Art Director |
Giovanni Greco
|
| Copywriter |
Enrico Pasquino
|
| Client Services Director |
Paolo Griotto
|
| Account Supervisor |
Valentina Bolognino
|
| Account Manager |
Silvia Di Bucchianico
|
| Agency Producer |
Francesca Bocci
|
| Agency Producer |
Prodigious Turin
|
| Head of TV |
Alessio Alberto Zazzera
|
| Executive Producer |
Giovanni Amico
|
| Production Company |
Twister Film
|
| Executive Producer |
Leonardo Rossi
|
| Executive Producer |
Ariens Damsi
|
| Director |
William 9
|
| Director of Photography (DOP) |
Daniele Poli
|
| Producer |
Fina Gomez De La Torre
|
| Producer |
Alessia Pietromarchi
|
| Line Producer |
Viola Ranalletta
|
| Editor |
Davide Mauti
|
| Color Grade Artist |
Valerio Liberatore
|