Fiat - "Cargo 1" by ANDY Awards 2006
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Fiat - "Cargo 1"
- Brand: Fiat
- Country: Brazil
- Advertiser: Fiat
| Title | Cargo 1 |
| Agency | Leo Burnett Tailor Made |
| Campaign | Gondolas - Fiat |
| Advertiser | Fiat |
| Brand | Fiat |
| Posted | November 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 advertisement effectively uses an innovative approach by placing a Fiat Ducato van facade within a supermarket aisle, integrating the gondola shelves as the van's interior. This striking visual metaphor highlights the vehicle's vast cargo capacity, implying that the Ducato can carry as much as the products stored in the aisle. The ad emphasizes the vehicle's practical and extensive storage capabilities, suggesting its ideal use for businesses requiring large volume transportation. The setting in a supermarket highlights daily operational volumes, making the ad relatable to its target customer base—those involved in logistics and product supply industries. This out-of-home ad creates an impactful and memorable visual experience, aligning with the concept of conveying ample space and functionality, irrespective of the business sector. |
| 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 |