| Title | SEE YOU IN THE FUTURE |
| Brand | FIAT CHRYSLER AUTOMOBILES (FCA) |
| Product/Service | FIAT 500 60TH ANNIVERSARY |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
|
MOVIE MAGIC INTERNATIONAL Milan, ITALY
|
|
Idea Creation
|
LEO BURNETT ITALY Milan, ITALY
|
|
Production
|
MOVIE MAGIC INTERNATIONAL Milan, ITALY
|
Credits
| Alessandro Antonini/Francesco Bozza |
leo burnett |
Leo Burnett Executive Creative Directors |
| Davide Boscacci |
leo burnett |
Leo Burnett Group Creative Director |
| Valerio Le Moli |
Leo Burnett |
Leo Burnett Creative Director |
| Giorgio Fresi |
leo burnett |
Leo Burnett Art Director |
| Daniela De Seta |
leo burnett |
Leo Burnett Copywriter |
| Paolo Griotto, Morena Sgarbi |
leo burnett |
Leo Burnett Account Director |
| Riccardo Biancorosso |
Prodigious |
Prodigious Head of TV Department |
| Francesca Zazzera |
Prodigious |
Prodigious Senior TV Producer |
| Beatrice Pepe |
Prodigious |
Prodigious TV Producer |
| Ago Panini |
movie magic int |
Director |
| Guido Salsili |
movie magic int |
Executive Producer |
| Claudio Pintus |
movie magic int |
Producer |
The Campaign
The 500 is far from ordinary, so it deserves more than just an ordinary commercial to celebrate its anniversary. And thus, our short film was born, with a cinematic tone and international appeal befitting one of the world’s most beloved cars. To match this ambition, the protagonist needed to be an international star of cinema: Academy Award® winner Adrien Brody.
Creative Execution
The integrated campaign went live with a special launch on Italian television, and then in 12 different countries.
In just 10 days it received more than 17 million views online.
Our ambition was to celebrate the anniversary of the Fiat 500 with an entertaining content piece, rather than a more direct ‘hard sell’ advertisement. From this approach, the idea of a short film featuring an award-winning actor was born. The script was written to feel more like a movie than a commercial, and the story of the protagonist enables viewers to feel a sense of empathy. With all of these ingredients, the film achieved widespread success online.
Our ambition was to celebrate the anniversary of the Fiat 500 with an entertaining content piece, rather than a more direct ‘hard sell’ advertisement. From this approach, the idea of a short film featuring an award-winning actor was born. The script was written to feel more like a movie than a commercial, and the story of the protagonist enables viewers to feel a sense of empathy. With all of these ingredients, the film achieved widespread success online.