Fiat Reduced Tax.

Fiat Reduced Tax.

INSIGHT:
To counter the slowdown in new car sales in Brazil, the government reduced the Industrialized Product Tax, making vehicles more affordable.


IDEA:
Seizing this opportunity, Fiat launched a high-impact activation at one of São Paulo’s busiest shopping malls, bringing the excitement of buying a new car directly to consumers. The activation turned the tax cut into an immediate advantage, encouraging buyers to act fast.


RESULTS:
In just three days, this strategic activation led to over 1,800 vehicles sold, proving that the right timing and the right message can turn an economic challenge into a winning opportunity.


My role: Senior Art Director: As the Senior Art Director, I was instrumental in bringing this campaign to life, both visually and strategically. My primary responsibility was to translate the creative concept into compelling visuals that would deeply resonate with our target audience. This involved meticulously designing and overseeing various elements such as layout, typography, color schemes, and imagery, ensuring that every visual component was not only aesthetically pleasing but also perfectly aligned with Fiat’s brand identity.


Creative Director: Sidney Araujo

Agency: FCB