Branded entertainment is still a novelty in Brazil, but it’s growing quickly. Fiat couldn't miss the opportunity in making this new way to communicate with the public its own. Which is why it bet on a new format. It bet on short films shot by a rear view camera. It bet on turning a feature into entertainment. And so it stood out from the competition and was a huge hit with the target audience in a way never before achieved in Brazil.

The track was specially produced to the film.

The Festival was a hit. Firstly, it struck squarely journalists, media car specialists and opinion makers. All of them were invited to the short film festival that was held at an incredible place: an old parking lot in downtown São Paulo. There the short film directors met with journalists and the films were played. The result was a success. The following day news of the Rear View Film Festival spread throughout the media. Secondly, we reached our target audience by playing the films in cinemas and on the internet. The unusual way chosen to launch the rear view camera feature was a hit with our audience. Both Fiat and consumers were pleased by our bet on branded entertainment for launching a new product.