Pedro Utzeri - Fiat - Inboxing | AdForum Talent: The creative industry network.

Group Creative Director at Leo Burnett Tailor Made, São Paulo

São Paulo, Brazil

Title	Inboxing
Agency	Leo Burnett Tailor Made
Campaign	Inboxing
Advertiser	Fiat
Brand	Fiat
Date of First Broadcast/Publication	2023 / 8
Business Sector	Cars
Philosophy	“Unboxing” is a popular theme among influencers on social networks. However, Fiat and Leo Burnett teamed up to give it a new meaning: instead of sending influencers gifts, the brand invited the creators to reverse the process and contribute to “Passion Drives Warmth,” a campaign by Fiat designed to gather warm clothes and blankets for people in socially vulnerable conditions in Brazil. The campaign aims to break with the traditional practice of “unboxing” gifts, in which influencers share with their followers the products they were gifted by various brands. Instead, they were invited to do an INBOXING, a play on words with “unboxing,” for a more significant and humanitarian purpose. In this process, approximately 30 influencers, like Babu Santana, Pepe Barbosa, and Ana Ju, each received a standard box of the brand’s products, as is usual in their commercial partnerships When they open the boxes, however, the influencers find they are empty, except for a single letter inviting them to join the “Passion Drives Warmth” campaign. The initiative is supported by the engagement of Fiat dealerships all over the country, who will receive donations that will later be sent to social entities. It’s important to note that the campaign isn’t limited to the internet. All 496 Fiat dealerships throughout Brazil will be drop-off locations for donations, through August 31. You can find the nearest one at www.fiat.com.br/concessionarias.html
Media Type	Social Media
Length	49 seconds
Chief Creative Officer	Marcelo Reis
EVP	Vinicius Stanzione
EVP	Pedro Utzeri
Creative Director	Ligia Mendes
Creative Director	Bruno Godinho
Creative Director	Marco Mattos
Copywriter	Fabricio Soares
Art Director	Eric Fernando
Content Director	Wagner Ximenes
Digital Content	Karla Lima
Digital Content	Tamires Soares
Digital Content	Bárbara Jadeh
Account Management	Leticia Meira
Account Management	Sabrina Spinelli
Account Management	Katia Simonato
Account Management	Agatha Ferreira
Account Management	Karoline Silva
Account Management	Shirley David
Account Management	Samea Vaz
Media	Heloisa Goldman
Planning Team	Marie Alonso
Planning Team	Cinthia Pauli
Director of Integrated Production	Luciana Kley
Graphic Production	Ricardo Sotelo
Press Relations	Nathalie Ursini