Tiago Bastos: FIAT: Fiat Fashion Passarela

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.