idea
There is a lot of safe, predictable car advertising out there. So we decided to be brave and push some boundaries.
Fiat 500s have a stereotype, resulting in the majority of their drivers being female. The car is seen as ‘feminine’ and ‘uncool’ by a lot of hyper masculine men. Our campaign is designed to show these people that the 500s are nothing to be ashamed of.
ooh posters
Located in male magazines, Pure Gym, men’s club toilets… to reach our TA.
collaboration
Pure Gym, the biggest gym branch in the UK.
Where do you find a lot of men in one location?
To maximise the number of parking spaces at the gym, we are introducing smaller spaces that are dedicated to Fiat 500 drivers, encouraging the judgemental people to move on from the stereotype and consider the benefits of driving the practical little car.
pr
Fiat will post fake paparazzi images of respected hyper masculine celebrities.
Helping to break down the unhealthy gender stereotyping and expectations.
see our other campaigns
