Come To The StreetsThe 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."
Production Company: Sentimental Filmes
DOP: Andre Maida Faccioli
Music Agency: S De Samba
Creative Agency: Leo Burnett Tailor Made
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
Genres: Music performance, Dialogue
Categories: Automotive, CarsLeo Burnett Tailor Made, 4 years ago