FIAT UK and Saatchi & Saatchi London have launched new work for the all-electric, Fiat New (500) RED collaboration, ‘LOOKS GOOD. DOES GOOD.’
The campaign, which launches across OOH, BVOD, digital and social, builds on a creative concept by Leo Burnett Italia and uses sharp copy, bold typography and hero imagery to spotlight the Fiat New (500)RED which looks good, but also does good, thanks to FIAT’s long standing partnership with (RED).
(RED) works to fight AIDS and the injustices that enable pandemics to thrive. All money generated by (RED) supports life-saving programmes that empower health workers and provide testing, treatment and care. Stellantis brands FIAT, Jeep and RAM have committed, through the partnership with (RED), to donate a minimum of $4 million to The Global Fund between 2021 and 2023.
Aligning with the brand's output in Europe, the work highlights the evolution of the FIAT brand ambition, with the BEV (battery electric vehicle) model adding a layer of purpose to FIAT’s long-standing reputation for style and value.
The video portrays the recognisable idyllic scenery of a classic car spot, but uses tight copy and electric charging close ups to highlight that the Fiat New (500)RED looks good, but also does good; while for OOH and social, hero shots of the Fiat New (500)RED are simply captioned, ‘drop (RED) gorgeous’ and ‘small car, BIG impact.’
Scott Bradley, creative director, Saatchi & Saatchi says, “FIAT may be a classic brand, but we wanted this creative to speak to a thoroughly modern audience. An audience of stylish self-expressers, who want to look good, but also make conscious choices and purchases. For this piece of work, we decided to keep things sharp, simple and to the point - the partnership with (RED) has cemented FIAT as a premium brand which is forward-thinking and conscious too.”
CAMPAIGN TITLE: FIAT 500e x (RED) Partnership
ADVERTISING AGENCY: Saatchi & Saatchi, UK
MANAGING PARTNER: Alicia Iveson
CCO: Franki Goodwin
CREATIVE DIRECTOR: Scott Bradley
ACCOUNT DIRECTOR: Charlotte Wheatley
PLANNING DIRECTOR: Ciarán McManus
DESIGNER: Scott Powell
PRODUCER: Jessica Nelson
MEDIA BUYING AGENCY: Starcom
PRODUCTION COMPANY: Prodigious
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