{"id":7983,"date":"2020-07-22T11:01:19","date_gmt":"2020-07-22T14:01:19","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?post_type=cases&p=7983"},"modified":"2024-09-26T17:30:41","modified_gmt":"2024-09-26T20:30:41","slug":"fiat","status":"publish","type":"cases","link":"https:\/\/anacouto.com.br\/en\/cases\/fiat\/","title":{"rendered":"FIAT"},"content":{"rendered":"
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STRATEGY<\/h3>\n<\/div>\n\n\n\n
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Over 100 years in Argentina and 44 years in Brazil.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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CREATION<\/h3>\n<\/div>\n\n\n\n
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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\u2014part Italian and part Brazilian, pop, charming, and spontaneous.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n<\/div>\n<\/div>\n\n\n\n

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