2017 Glass: The Award for Change

FIAT 500 “MISSING PARTS”

Short List
ClientFIAT CHRYSLER AUTOMOBILES (FCA)
Category A01. Glass
TitleFIAT 500 “MISSING PARTS”
Product/ServiceFIAT 500
Entrant FARGOFILM Torino, ITALY
Idea Creation LEO BURNETT ITALY Milan, ITALY
Media Placement LEO BURNETT ITALY Milan, ITALY
PR LEO BURNETT ITALY Milan, ITALY
Production FARGOFILM Torino, ITALY
Credits
Name Company Position
Davide Boscacci Leo Burnett Leo Burnett Group Creative Director
Alessandro Antonini Leo Burnett Leo Burnett Executive Creative Directors
Francesco Bozza Leo Burnett Leo Burnett Executive Creative Directors
Valerio Le Moli Leo Burnett Leo Burnett Creative Director
Hugo Gallardo Dominguez Leo Burnett Leo Burnett Creative Director
Giulio Frittaion Leo Burnett Leo Burnett Art Director
Massimo Paternoster Leo Burnett Leo Burnett Copywriter
Paolo Griotto Leo Burnett Leo Burnett Account Director
Federica Sandionigi Leo Burnett Leo Burnett Account Team
Riccardo Biancorosso Leo Burnett Prodigious Head of TV Department
Laura Nadalutti Leo Burnett Prodigious TV Producer
Alessandro Dominici Director
Fargo Film Production House

Creative Execution

On March 8th, the video was posted on social networks and on YouTube. In the commercial, we see a Fiat 500 without all the parts that were invented by women. At the end of the commercial, a super explains the campaign: “We won’t just give you our wishes. We’d rather say thank you.”

The Missing Parts video reached 2,500,000 views in less than twelve hours. The campaign immediately started a big conversation and became the #2 trending topic in Italy. It was also listed by AdForum as one of the world’s best International Women’s Day campaigns.

Fiat wanted to celebrate International Women’s Day from an original point of view. FIAT explained the role of women in automotive history. On March 8th, the video was posted on social networks and on YouTube.