WORK

FIAT DOGS

VIEW THE FILM

WHO WE HAD TO CONVINCE

Typically, we’re looking for the next driver of a new Fiat. But, for Friendship Day, the car manufacturer was keen to do something very different. Something that would help land its new brand positioning: celebrating life inside the car.

HOW WE DID IT

Our take on Friendship Day was to embrace the loyalty of “man’s best friend.” Working with a renowned animal rescue organization, every single car model on the Fiat website was replaced with a dog who’d love to make the journey home with someone. To start a new friendship, and perhaps be a companion on many future road trips.

WHY IT WORKED

Fiat followers took the campaign to heart, and it soon spread far beyond the brand’s channels. In the first few hours of Friendship Day, 50,000 people visited the Fiat website. Afterward, five million people watched the film that celebrated the success of the campaign.

WHAT PEOPLE SAID

“Tremendo spot de #FIAT #ANIMALISTA para llorar de emoción. Enhorabuena por humanizar y animalizar la marca de.” “Awesome spot from #FIAT #ANIMALISTA. It will move you to tears. Congrats for humanizing and animalizing the brand."

Pedro Perez @Gurusaldo

Consumer

DO YOU LIKE WHAT YOU SEE?

Contact Us