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.
. 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.
Chief Creative Officer:Marcelo Reis
Creative Director:Vinicius Stanzione, Alessandro Bernardo, Rodrigo Jatene
Art Director:Tiago Bastos
Media:Fernando Sales, Daniela Franco
Planner: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, Lelio Ramos, Joao Ciaco, Malú Antonio, Sarah Albuquerque, Caroline Magalhães.
Editing Company:Image Concept
Account Supervisors:Pablo Arteaga, Cíntia Mourão, Daniela Ferreira, Mirelly Rosa, Giovanna Rodrigues