Fiat - "Cargo 3" by ANDY Awards 2006
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Fiat - "Cargo 3"
- Brand: Fiat
- Country: Brazil
- Advertiser: Fiat
| Title | Cargo 3 |
| Agency | Leo Burnett Tailor Made |
| Campaign | Gondolas - Fiat |
| Advertiser | Fiat |
| Brand | Fiat |
| Posted | June 2005 |
| Product | Ducato |
| Business Sector | Cars |
| Tagline | You had no idea that it had so much space. |
| Story (original language) | Apliques da frente do Ducato foram posicionados em gondolas de supermercado, de forma que as prateleiras - com todos seus produtos - formassem a parte interna do carro. |
| Philosophy | The aim was to arrive at a unique idea, causing an impact to make it clear to the target market that, irrespective of their line of business building material, frozen foods, beverages, etc., Fiat Ducato has ample cargo capacity. As such, the piece stresses the vehicles internal space and load capacity |
| Philosophy (original language) | O objetivo era chegar numa idéia inusitada, com impacto e que deixasse claro para o público alvo que seja lá qual for o seu negócio - material de construção, congelados, bebidas, etc - o Fiat Ducato tem espaço para muita carga. Sendo assim, a peça ressalta o espaço interno do carro e sua capacidade de carga |
| Problem (original language) | Mostrar para o público-alvo (pessoas com necessidade de transportar grande volume de carga) que o Fiat Ducato é ideal para o seu negócio. |
| Media Type | Outdoor/Out of Home |
| Market | Brazil |
| AI Description | The ad cleverly uses the interior of a supermarket, rearranging the shelves and products to resemble the interior space of a Fiat Ducato. The shelves are stocked with yellow containers and appear to line the inside of a mock-up Ducato van. This creative setup is meant to highlight the vast cargo capacity of the Fiat Ducato, demonstrating that it can accommodate a wide variety of goods. The vehicle's shape is seamlessly integrated into the shopping aisle, further emphasizing the message of spaciousness and adaptability for different business needs. |
| Creative Director | Ruy Lindenberg |
| Copywriter | Alexandre Scaff |
| Art Director | Felipe Massis |
| Account Manager | Denise Millan |
| Account Manager | Elton Longhi |
| Photographer | Du Ribeiro |