STRATEGY

Over 100 years in Argentina and 44 years in Brazil.

From the very beginning of the project, we knew this wasn't just any car brand. And that became clear in the diagnostic interviews, where people missed FIAT. A charismatic brand that didn't go unnoticed and that built a relationship of fascination and passion with its audiences.

The entire process was conducted in a co-creative manner with the FIAT executive team. Hands-on work. Everyone in the same room, speaking the same language(s), moving in the same direction.

More than reinventing the brand, it was necessary to return to its origins, to highlight the qualities of its Italian roots and the captivating blend with Brazil, in a way that would be reflected more clearly in its personality attributes.

And with this captivating mix, the brand's purpose should also be: passionate about every path. It brings a clear vision of how FIAT sees life, also addressing the path as the streets and also as the life journey of each individual.

CREATION

A brand with Italian origins and a successful history in Brazil is the only one on the market that can speak to and convey with authority its personality—part Italian and part Brazilian, pop, charming, and spontaneous.

With FIAT, we're reclaiming the cool side of being on the streets, everywhere, as a democratic brand. Pop, a brand that knows how to connect with everyone and is in tune with what's happening in popular culture.

We also rescued an icon from Fiat's history and updated it in a contemporary way: the FIAT Flag, a tribute to the Italian flag, which avoids caricatures and expands the brand's visual universe, going beyond the product itself.

All the strategic and creative work was designed to consolidate FIAT as a brand that goes far beyond the automotive market, with the potential to become even more a part of people's lives at different times and to create various partnerships along the way, whether with coffee or clothing brands.