Title	HATE GOING TWICE
Brand	FIAT PROFESSIONAL
Product/Service	FIAT DUCATO
Category	G06. Photography
Entrant	LEO BURNETT FRANKFURT, GERMANY
Idea Creation	LEO BURNETT FRANKFURT, GERMANY
Additional Company	FIAT GROUP AUTOMOBILES GERMANY Frankfurt, GERMANY

Name	Company	Position
Andreas Pauli	Leo Burnett Germany	CCO
Joerg Hoffmann	Leo Burnett Germany	Creative Director
Daniela Ewald	Leo Burnett Germany	Creative Director
Hugo Moura	Leo Burnett Germany	Creative Director
Andreas Daum	Leo Burnett Germany	Senior Copywriter
Miro Minarovich	Pavleye	Photographer

The Campaign

Everybody knows the situation: When you have to bring many items from one place to another, you rather carry everything at once by stacking everything in an almost artistic way instead of going twice.

Creative Execution

This series of posters demonstrates the load capacity of the Fiat Ducato in a surprising way that everybody can relate to. The photographs display members of our target audience in their natural everyday environment. Adding the large amount of items they carry, makes them look almost artistic. This artistic look is further supported by the black and white color scheme. All in all, this design was aimed at appealing to our target audience's self-image as skilled professionals.

Indication of how successful the outcome was in the market

Many dealerships reported great customer responses to the campaign and said it added to the brand's reputation as being close their target audience. Besides, the campaign sparked serveral press articles, which further boosted the brand's reputation.

As this series was mainly created for the showroom, we didn't need to show the vehicle. Instead we were able to focus on the target audience. Therefore we chose to play with an insight, which is very relevant for craftsmen, construction workers and people owning small businesses - the clients of Fiat Professional.