Fiat: No grey

Fiat, an Italian automobile manufacturer, generated positive brand sentiment through its No Grey initiative by producing a real demonstration of its commitment to the brand's new positioning "New Dolce Vita for all".

Campaign details

Title: Fiat No GreyBrand: FiatProduct: FiatIdea: Leo BurnettCountry: Italy

Media placement

ElementPlacement/LocationStart DateEnd DateNumber of airings / placementsCountry / Region
on line videoyoutube26/06/202331/12/202315000000Europe

Relevance for Creative Strategy

For 123 years, Fiat has been Italy's ambassador to the world. And with its new "New Dolce Vita for all" strategy, it aims to bring the Italian way of life made of joy, optimism, cheerful, and bright colours - everywhere. Values that a grey-coloured car would have failed to convey. Hence, the...

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