Fiat: Fiat Mio

A new concept car from Fiat, the Mio ("mine"), was launched in Brazil with this campaign. Fiat was the market leader in Brazil, and wished to innovate to maintain its position; Brazil, as a fast-growing economy, had become a priority for global car brands.

Fiat: Fiat Mio

AgênciaClick Isobar

"I continue to evolve in life, and the car I drive is the ultimate proof of this"

In a country in which a car was always a sign of success and for a long time was accessible to only a few, the recent economic growth made the desire for these products grow exponentially. In Brazil, cars are increasingly becoming a national passion and discussing cars is a national past-time.

With a population of increasing purchasing power, interest in the vehicle industry in Brazil has also grown. Supply has risen, while communication strategies going beyond mass...

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