Instead of creating a traditional campaign as had been done for years, we opted for a more daring idea.

We convinced Fiat to use the idea and created a giant fragile label, typically found on heavy cargo, and we transformed a building in the most important business center of São Paulo, into a huge box.

As well as the building having a square shape that resembled a box, it was in a strategic location, a business center.

The impact was huge. We got it spot on using one of the most important business centers and managed to reach a large portion of our target audience. More than 30,000 people circulate within the business center every day and all of them paid attention to the massive box. The large box also attracted the attention of the media in general and became something of a postcard for the city. Everyone wanted to take a photo, film it, wanted to be a part of it. The success, positive reaction and demand for the Fiat Ducato within dealerships was so great that Fiat is considering repeating the same media activity in other Brazilian cities.