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Fiat: Fiat Fashion Passarela


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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 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.
Credits Other credits

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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