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Come To The Streets

The World Cup was coming to Brazil but Fiat had no media ownership, no official sponsorship nor any direct link with football. Our challenge was to gain visibility during this favorable time.Although the Brazilians were euphoric about hosting The World Cup, we identified a stronger feeling: the 'feeling of being excluded from the party'. In a country with 200 million people, only about 60,000 people per game would be able to see the Cup up close (in the stadium). This sentiment was also felt by Fiat, who could not attend the party in its main market. Without a stadium grandstand, we invited everyone out to cheer in the only place capable of hosting an entire country: the street.We produced a song, a clip, a commercial, a whole campaign reinforcing the chorus "Come to the streets because the streets are the greatest grandstands in Brazil."

Advertiser

Brand: Fiat

Creative Agency

Creative Agency: Leo Burnett Tailor Made

Creative Director: Rodrigo Jatene

Executive Creative Director: Guilherme Jahara

Chief Creative Officer: Marcelo Reis

Copywriter: Fernando Calvache

Art Director: Marcelo Bruzzesi

Agency Production: Celso Groba, Maria Fernanda Moura

Planners: Marcello Magalhães, Tiago Lara, Marco Farah

Media Planners: Fernando Sales, Daniela Franco, Leonardo Gomes, Paulo Pereira, Fabio Reque

Account Executive: Pablo Arteaga, Cintia Mourão, Daniela Ferreira, Mirelly Rosa

Music and Sound

Music Agency: S De Samba

Production Company

DOP: Andre Maida Faccioli

Director: Vellas

Production Company: Sentimental Filmes

Category: Automotive, Cars

Genre: Dialogue, Digital, Experiential, Music performance, PR