As the official sponsor of the National Breast Cancer Awareness run, Fiat 500 wanted to promote the event and boost the number of participants and grow registrations from the previous year’s record of 60,000 entries.

We wanted to show several situations in which different characters get bored in their daily routine – though, theoretically, it should be really funny, and they only enjoy when driving their Fiat 500. The alien as well as the super hero, the charming prince or are presented bored along their day with the exception when driving the 500 Twinair to go and come back from “work”, which shows how cool is to drive it.

The campaign had a great impact on many blogs, publications and magazines related to design and illustration, such as “Yorokubu”, one of the most influential magazines in Spain specialized on fashion and trends.

Even “Matador”, one of the publications most important of Spain, specialized in design, art and culture (published once a year at a cost of €70) echoed this campaign.