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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 … read moreSAVE 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.
read less...Media: Fernando Sales, Daniela Franco
Planners: Marcello Magalhães, Tiago Lara
Agency Producers: Celso Groba, Maria Fernanda Moura, Rita Costa, Stella Violla
Event Producer: Toninho Ciampolini, Anna Kojo, Pedro Moraes
Artbuyers: Stella Crippa, Mauro Moura
Print Production: Zezinho Lima
Fiat Client´s Approval: C. Belini, Lélio Ramos, João Ciaco, Malú Antônio, Sarah Albuquerque, Caroline Magalhães.
Editing Company: Image Concept
Account Supervisors: Pablo Arteaga, Cintia Mourão, Daniela Ferreira, Mirelly Rosa, Giovanna Rodrigues
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