Fiat: Gray cars are a thing of the past 🎥
NEVER GREY AGAIN Fiat has won the ADCE Awards 2023, the prize of the European creative scene, with its No grey project. The concept, developed together with the Leo Burnett agency, promises a more colorful future.
The project No Grey, developed by the creative agency Leo Burnett and produced by Twister Film, was launched in June (AutoSprintCH reported) underlines Fiat's strategic decision to no longer produce gray cars. In the video, Olivier François becomes the protagonist of the clip, in which he presents the new 600e model under the motto "Italy. The land of colors. The brand of colors".
An important value of the brand
The ADCE jury explained its decision as follows: "The No Grey campaign succeeded in transforming a marketing idea - no more gray cars - into a memorable event. This communication tool spread spontaneously all over the world. It communicates to everyone the most important value of Fiat: Italian. In this way, the brand gained global visibility."
The colorful project has reached more than ten million views on YouTube. The project has also attracted worldwide attention on four continents
No-grey project not an advertising medium
Olivier François, CEO of Fiat and Global CMO of Stellantis: "I am honored to receive this prestigious award and I am even more excited because the No Grey project was not a promotional tool, but the way we decided to communicate a marketing decision. When we decided to stop producing gray cars, we knew it would be an important decision and a bold move. So we decided to make the most of it. This award is proof that we did the right thing."
