Alberto Lopes
Partner and Executive producer at VetorZero/Lobo
São Paulo, Brasile
TitoloUnolab
Agenzia
Campagna Uno 2017
Cliente DaimlerChrysler
Marca Fiat Uno
Data di Prima Diffusione/Publicazione 2016 / 11
Settore Auto Nuove
Filosofia A new campaign created for FIAT has been released by Leo Burnett, comprising of a series of short films that fall under the ‘UnoLab’ concept crafted by the agency. A total of eight short films were run online throughout December.
The signature tagline, “A whole lotta car in a single UNO”, the campaign presents the model’s new features; the 2017 UNO was the first car by the automaker to receive the highly awaited three-cylinder Firefly Flex engine.
The model is more economical, more powerful and has a higher torque. In addition, the UNO comes with exclusive features such as Hill Holder, a technology that prevents the car from rolling backwards on a hill, Dualogic® Plus Transmission and electric steering with CITY function, which when activated, requires less effort from drivers when steering during maneuvers.
With the challenge of presenting all this technology in the UNO, Leo Burnett Tailor Made developed the concept of the UNOLab. A place dedicated to innovation and discoveries, the UNOLab uses the most diverse objects and experiments to test the main features of the car in an unusual and playful way; for example, using a walnut to attest to the efficiency of the Hill Holder, and a rubber duck to show how the anti-crushing power windows work.
“The 2017 UNO brings many new features that make it stand out in its category. More than just saying this, we needed to demonstrate this reinvention in an entertaining way,” said João Caetano Brasil, creative director for Leo Burnett Tailor Made.
“That’s why we created the UNOlab and a series of experiments that generated content in the most diverse formats for the campaign.”
“The objective of the campaign is to show the UNO’s evolution through the reinvention of its standard equipment. In other words, the UNO has become an increasingly technological and comfortable car, while remaining economical and practical,” added João Ciaco, head of brand marketing and communication for FCA.
On the air starting November, the campaign also boasts a video teaser – available on Fiat’s social media accounts and channels – a 45-second video in the digital environment, seven digital short films dedicated to the car’s features and a 30′ film for pay TV, which also takes place in the UNOLab universe. 
Tipo di Media Televisione e Cinema
Lunghezza
Co-president and Chief Creative Officer
Creative Director
Creative Director
Copywriter
Art Director
Art Director
Agency Producer
Agency Producer
Agency Producer
Account Team
Account Team
Account Team
Account Team
Account Team
Account Team
Account Team
Account Team
Planner
Planner
Planner
Art Buyer
Casa di Produzione
Director
Director
Executive Producer
Executive Producer
Executive Producer
Editor
Editor

People related to this work

Spot Collegati

Trending

Create a free Talent profile and become a member of AdForum

Get Started