Agency: Leo Burnett, São Paulo, Brazil
Creative Director: Ruy Lindenberg
Art Directors: Renato Butori, Alexandre Pagano, Henrique Del Lama
Copywriter: Mario Cintra
Illustrators: Vetor Zero

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: You’ll never know what you might encounter while in the field. And, there’s a choice in emergency response vehicle fleets.
2. Affective: Confidence that my crew has what they need to be successful. And, interest in an alternative fleet.
3. Conative: Take interest in this new alternative to emergency response vehicles by doing some further research.

Positioning
As a first response crewman you encounter all types of emergencies, and no matter the breadth you must be equipped to respond quickly and with resolve. In years past, the fleet managers options for emergency response vehicles has been limited until now. To make a splash in the market, this campaign will draw interest to the relevant target viewer with illustrations that highlight the vast spectrum of emergencies response teams may encounter in the field. The illustrative style is to be whimsical and stylized to avoid gruesome imagery while scenes are to depict outrageous scenarios to highlight the range of emergencies teams may encounter.

Consumer Promise
Fiat first response vehicles are equipped to resolve whatever emergency team may encounter.

ADDITIONAL EXECUTION

Visual: A small but happy baby is stuck up in a tree on a branch.
Copy: You never know how big a problem you will find. Introducing the Fiat ambulance line.

ADDITIONAL EXECUTION 2

Visual: A staircase is shown with an old women at the base, her body contorted as she lays on the ground. She’s conscious but appears a little worried. Her walker lays sideways next to her.
Copy: You never know how big a problem you will find. Introducing the Fiat ambulance line.