Title | Projector |
Agency | Leo Burnett Tailor Made |
Campaign | Uno 2017 |
Advertiser | DaimlerChrysler |
Brand | Fiat Uno |
Date of First Broadcast/Publication | 2016 / 11 |
Business Sector | Cars |
Philosophy | A new campaign created for FIAT has been released by Leo Burnett, comprising of a series of short films that fall under the ‘UnoLab’ concept crafted by the agency. A total of eight short films were run online throughout December. The signature tagline, “A whole lotta car in a single UNO”, the campaign presents the model’s new features; the 2017 UNO was the first car by the automaker to receive the highly awaited three-cylinder Firefly Flex engine. The model is more economical, more powerful and has a higher torque. In addition, the UNO comes with exclusive features such as Hill Holder, a technology that prevents the car from rolling backwards on a hill, Dualogic® Plus Transmission and electric steering with CITY function, which when activated, requires less effort from drivers when steering during maneuvers. With the challenge of presenting all this technology in the UNO, Leo Burnett Tailor Made developed the concept of the UNOLab. A place dedicated to innovation and discoveries, the UNOLab uses the most diverse objects and experiments to test the main features of the car in an unusual and playful way; for example, using a walnut to attest to the efficiency of the Hill Holder, and a rubber duck to show how the anti-crushing power windows work. “The 2017 UNO brings many new features that make it stand out in its category. More than just saying this, we needed to demonstrate this reinvention in an entertaining way,” said João Caetano Brasil, creative director for Leo Burnett Tailor Made. “That’s why we created the UNOlab and a series of experiments that generated content in the most diverse formats for the campaign.” “The objective of the campaign is to show the UNO’s evolution through the reinvention of its standard equipment. In other words, the UNO has become an increasingly technological and comfortable car, while remaining economical and practical,” added João Ciaco, head of brand marketing and communication for FCA. On the air starting November, the campaign also boasts a video teaser – available on Fiat’s social media accounts and channels – a 45-second video in the digital environment, seven digital short films dedicated to the car’s features and a 30′ film for pay TV, which also takes place in the UNOLab universe. |
Media Type | Television & Cinema |
Length | |
Co-president and Chief Creative Officer | Marcelo Reis |
Creative Director | Alexandre Pagano |
Creative Director | João Caetano Brasil |
Copywriter | Tomas Correa |
Art Director | Andre Kirkelis |
Art Director | Jota Marin |
Agency Producer | Celso Groba |
Agency Producer | Maria Fernanda Moura |
Agency Producer | Dudi Ciampolini Bourroul |
Account Team | Denise Millan |
Account Team | Cíntia Mourão |
Account Team | Katia Simonato |
Account Team | Denis Gustavo |
Account Team | Mariah Costa |
Account Team | Giovanna Rodrigues |
Account Team | Luis Alves |
Account Team | Manuela Ceragioli |
Planner | Tiago Lara |
Planner | Gustavo Zilles |
Planner | Leandro Peralta |
Art Buyer | Mauro Moura |
Production Company | LOBO/Vetor Zero |
Director | Gabriel Nobrega |
Director | Ricardo Carelli |
Executive Producer | Alberto Lopes |
Executive Producer | Sergio Salles |
Executive Producer | André Rosa |
Editor | Kaue Kabrera |
Editor | Bruno Carelli |