" A new era of car commercials " Adland
New Times / Fiat 500 When the Fiat 500 was launched in Brazil, the country was still fond of large, high-fuel-consumption cars that conveyed a sense of status. The idea behind the campaign was to show that a new era was approaching—a time of smaller cars that fit into small spaces and generate less traffic, reduced fuel consumption, customizable cars, and greater respect for city residents. The campaign was a success, changing Brazilians' perceptions of cars.
New Times / Fiat 500 When the Fiat 500 was launched in Brazil, the country was still fond of large, high-fuel-consumption cars that conveyed a sense of status. The idea behind the campaign was to show that a new era was approaching—a time of smaller cars that fit into small spaces and generate less traffic, reduced fuel consumption, customizable cars, and greater respect for city residents. The campaign was a success, changing Brazilians' perceptions of cars.
Role: concept, art director, designer. Recognition: One Show, Fiap.