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Fiat: Fiat Fashion Passarela
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FIAT FASHION PASSARELA*.
DON'T RUN, RUNWAY. * In Brasil, the word "passarela" has two meanings: catwalk and footbridge. AN ORDINARY “PASSARELA” TURNS INTO A STYLISH “PASSARELA” TO SAVE LIVES. PROBLEM: 70% of car-pedestrian accidents happen less than 300 meters away from a footbridge, and each year thousands of people die. IDEA: We used the coincidence of the names to take the world of fashion to the streets, and with a touch of glamour, we showed people that being practical and safe is also fashionable. SOLUTION: We invited the big names of the fashion world to parade exclusive models on an even more exclusive catwalk runway: a pedestrian footbridge in the middle of the city. The fashion show drew a lot of attention, and we proved to people, that using the footbridge should never be unfashionable. RESULTS: . More than 40 million people impacted on social networks. . $ 4 million of earned media, 30 times bigger than the investment. . Increased people’s awareness about crossing the streets at a safe place . 100% positive feedback.
Media: Fernando Sales, Daniela Franco Related |
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