Fiat - "Cargo 2" by ANDY Awards 2006
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Fiat - "Cargo 2"
- Brand: Fiat
- Country: Brazil
- Advertiser: Fiat
| Title | Cargo 2 |
| 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 | This creative advertisement for the Fiat Ducato cleverly transforms a supermarket gondola into a representation of the vehicle. The foreground features a partial silhouette of the Ducato's front, integrated seamlessly with long shelves filled with various products, suggesting the vast cargo space of the vehicle. The supermarket setting highlights the message that the Ducato can handle large volumes, making it ideal for businesses needing substantial transport capacity. The design's smart use of real-life context effectively demonstrates the vehicle's spacious interior, causing passersby to rethink the cargo possibilities of the Ducato. |
| Creative Director | Ruy Lindenberg |
| Copywriter | Alexandre Scaff |
| Art Director | Felipe Massis |
| Account Supervisor | Denise Millan |
| Account Supervisor | Elton Longhi |
| Advertiser's Supervisor | Lélio Ramos |
| Advertiser's Supervisor | João Ciaco |
| Advertiser's Supervisor | Maria Lucia Antonio |
| Photographer | Du Ribeiro |