Leo Burnett Tailor Made Stimulates the Senses with New Fiat Argo Campaign

To launch the new Fiat Argo and show that driving the car is a sensory experience, Leo Burnett Tailor Made has created a campaign under the concept 'You don’t drive. You feel.'

Directed by Stink Films duo Tino + Jones (Cannes Lions 2015 GP Film winners with 'Leica 100'), the campaign features two films that explore the sensations caused by the car.

More than being watched, it is a movie made to be felt, both in the images and the soundtrack.

The campaign took a month to be produced. There were seven shooting days, 140 hours on set, more than 1,200 metres of scenography, 150,000 litres of water for swimming pools and rainfall, 500 litres of black ink, 200kg of dry ice and almost 10 tons of other materials.

"The most interesting thing about this project was the visual possibilities that the concept allowed us. A very different and brave approach to the car sector," says Jones, from Jones + Tino.