Map Routes Become Lightning Bolts to Promote the Range of Fiat’s Electric Cars

We know that electric cars are here to stay, but people still have a lot of questions, and one of these is whether these cars have enough range for long trips. Brazil, for instance, is a very large country, and long trips are commonplace.

Which is why Leo Burnett Tailor Made created the 'Lightning' campaign to highlight the range of the new Fiat 500e, which has one of the best performances in the electric car category.

To demonstrate that the new Fiat 500e has excellent range, the campaign developed three minimalist illustrations of a GPS map showing the path taken by the Fiat 500e as a yellow streak. With the slogan "New Fiat 500 electric. A 320 km range in a car powered by pure electricity." and a clean, iconic image that quickly conveys the message, the art on the map is also a lightning bolt, in a clear reference to the electric power used by the car.

"A car with such an iconic design as the new Fiat 500e requires a campaign that will convey that visual sophistication in a minimalist and impactful way. And the coincidence between the graphic forms of roads and lightning bolts was the perfect mix to showcase the range of 320 km, with a design that the Fiat 500e deserves," explains Vinicius Stanzione, Leo Burnett TM Creative VP.