Our objective was to promote the park assist feature in the New Fiat 500 launch. When we received the briefing, I remembered a true story involving a relative of mine. Shortly after Christmas, he accidentally damaged the rear bumper of his car, and he faced financial difficulties to repair it.
For our visual series, the cost of the bumper repair influenced the selection of situations depicted in the campaign—each of them represents products that, on average, cost about the same as repairing a car bumper.
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Main Recognations
The One Show
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