Leo Burnett Tailor Made is Cramming a Whole Lotta Car in a Single UNO
Launched in late September during an event at the FCA factory in Betim, 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. As, 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. That's why we created the UNOlab and a series of experiments that generated content in the most diverse formats for the campaign", reveals João Caetano Brasil, Creative Director for Leo Burnett Tailor Made.
"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," says 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, 7 digital short films dedicated to the car’s features and a 30' film for pay TV, which also takes place in the UNOLab universe.
You can check out all seven videos in the campaign below:
Cat and Mouse:
Advertiser: FCA Fiat Chrysler Automóveis Brasil LTDA.
Advertising and Brand Manager: João Ciaco, Malú Antônio, Adriana Girão, Ana Brant, Sarah Albuquerque
Creative Director: Alexandre Pagano, João Caetano Brasil
Copywriter: Tomas Correa
Art Director: Andre Kirkelis, Jota Marin
Chief Creative Officer: Marcelo Reis
Agency Production: Celso Groba, Maria Fernanda Moura, Dudi Ciampolini Bourroul
Art Buyer: Mauro Moura
Account Executive: Cintia Mourão, Katia Simonato, Denis Gustavo, Mariah Costa
Media Planners: Mariza Akemi, Thalita Feba
Planners: Tiago Lara, Gustavo Zilles, Leandro Peralta
Media Planner: Andrea Hirata, Leonardo Gomes, Heloisa Lima
Account Director: Denise Millan
Production Company: Vetor Zero
Executive Producer: Alberto Lopes, Sergio Salles, André Rosa
Producers: Editors: Kaue Kabrera, Bruno Carelli
Art Director : Marcio Mattos
Directors: Gabriel Nóbrega, Ricardo Carelli
Post Production / VFX
Post Production Company: Vetor Zero
Executive Producer: Thaís Lopes, Rubia Elias
Production Coordinator: Tatiana Caparelli
Executive Producer: Christiane Rachel, Lou Schmidt, Sean McGovern
Audio Post Production: Pablo Mello, Tiago Mago
Sound Production: Antfood
Music Production: Lou Schmidt, Pedro Botsaris, Wilson Brown
Head of 3D: Danilo Enoki
Category: Aircraft , Automotive
Genre: Digital , Storytelling