Fiat's Influencer 'Inboxing' Promotes Passion Drives Warmth Program

'Unboxing' is a popular theme among influencers on social networks. However, Fiat and Leo Burnett teamed up to give it a new meaning: instead of sending influencers gifts, the brand invited the creators to reverse the process and contribute to 'Passion Drives Warmth,' a campaign by Fiat designed to gather warm clothes and blankets for people in socially vulnerable conditions in Brazil.

The campaign aims to break with the traditional practice of 'unboxing' gifts, in which influencers share with their followers the products they were gifted by various brands. Instead, they were invited to do an INBOXING, a play on words with 'unboxing,' for a more significant and humanitarian purpose. In this process, approximately 30 influencers, like Babu Santana, Pepe Barbosa, and Ana Ju, each received a standard box of the brand’s products, as is usual in their commercial partnerships. 

When they open the boxes, however, the influencers find they are empty, except for a single letter inviting them to join the 'Passion Drives Warmth' campaign. The initiative is supported by the engagement of Fiat dealerships all over the country, who will receive donations that will later be sent to social entities.

It’s important to note that the campaign isn’t limited to the internet. All 496 Fiat dealerships throughout Brazil will be drop-off locations for donations, through August 31st. You can find the nearest one here.

Passion Drives Warmth

'Passion Drives Warmth' is part of Fiat Comunità, an initiative by Fiat that embodies the social relevance the brand carries in its DNA and provides support to the community. The initiative has three main pillars: Sustainability, Diversity, and Social. These are various projects and actions that help make positive contributions to all of society.  

Since its inception, the program has already benefitted thousands of people. The first edition of the 'Passion Drives Warmth' campaign, implemented in 2022, collected more than 65,000 items to help the homeless and people in socially vulnerable situations in winter.