Cannes Lions
LEO BURNETT BRASIL, Sao Paulo / FIAT GROUP / 2011
Overview
Entries
Credits
Description
How to incentivise people to request original maintenance parts for their cars?
Execution
With humour, we developed a visual concept based on human relations to show how much one non original part may affect all the rest. The humour was essential to speak to the final consumer, since they don’t have the specific understanding about car repair.
Outcome
The posters were placed in convenience stores at the gas stations, but Fiat had to print many extras because people asked to take them home.
Similar Campaigns
12 items