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Fiatphobia
The Brief: Encourage more men to consider buying the all new electric Fiat 500.
The Problem: The majority of Fiat 500 drivers are women which has led to it being labelled a 'basic girl' car. Men won't drive them because they fear being labelled the same way as the women who drive them.
Our Solution: Men are missing out because of their unfounded insecurities. We encouraged them to move beyond their preconceptions by playing on the irrational hate the Fiat 500 receives.
PHASE ONE - NOMINATIONS
PHASE Two - The Vote
PHASE three - changing mindsets
Media RESPONSE...
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