Fiat: Mille Economy Sign

For the same money you spend on this product, you can drive this far.
Fiat Mille Economy. The most economical car in Brazil.

With the Fiat Mille Economy, you can go much further spending much less money on fuel. To demonstrate this, we developed a promotional event that took place at outdoor food markets. We replaced a traditional price sign with a car-shaped sign showing a distance in kilometers. The idea was to to show that, for the same price as a kilo of fruit and vegetables, you can put
enough fuel in the Fiat Mille Economy to drive a long way.

Advertising Agency: Leo Burnett Tailor Made, Sao Paulo, Brazil
Executive Creative Director: Marcelo Reis
Creative Director: Guilherme Jahara
Art Directors: Tiago Bastos, William Waters
Copywriter: Mário Cintra
Illustrator: Tiago Bastos
Typographer: TIago Bastos
Artbuyers: Stella Crippa, Mauro Moura
Print Production: Zezinho Lima
Account Supervisors: Pablo Arteaga, Cíntia Mourão, Daniela Ferreira, Guilherme Grigol, Eduardo Crepaldi
Advertiser's Supervisors: Fernando Sales, Daniela Franco, Leonardo Gomes, Thais Gallucci, Fábio Requer
Planners: Marcello Magalhães, Tiago Lara
Published: April 2013