Fiat - "Inboxing (Film)" by PHNX Awards 2024
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| Title | Inboxing (Film) |
| Agency | Leo Burnett Tailor Made |
| Campaign | Inboxing |
| Advertiser | Fiat |
| Brand | Fiat |
| Date of First Broadcast/Publication | 2023 / 8 |
| Business Sector | Automotive |
| Story | Everybody knows the 'Unboxing' on social networks. Influencers share with their followers the products they were gifted by various brands. So to promote 'Passion Drives Warmth,' a campaign by Fiat designed to gather warm clothes and blankets for people in need, we ask influencers to reverse the Unboxing trend and do the Inboxing, a play on words for a more significant and humanitarian purpose. Instead of sending influencers gifts, the FIAT invited the creators to reverse the process and donate something. We sent to influencers a standard box of FIAT’s products, as is usual in their commercial partnerships. When they open the boxes, however, the influencers find they are empty, except for a single letter inviting them to join the 'Passion Drives Warmth' campaign. The initiative is supported by the engagement of Fiat dealerships all over the country, who received donations that were sent to social entities. Using just an empty box this initiative secured the largest donation in Fiat's history, aiding thousands of families affected by the harsh winter The significance of this idea lies in its relevance to the digital category, as we use a native social media trend—unboxing—to create 'Inboxing.' By subverting the trend's logic, we addressed a serious topic in a lighthearted manner, making this campaign even more impactful for Fiat. |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | Marcelo Reis |
| EVP | Vinicius Stanzione |
| EVP | Pedro Utzeri |
| Creative Director | Ligia Mendes |
| Creative Director | Bruno Godinho |
| Creative Director | Marco Mattos |
| Copywriter | Fabricio Soares |
| Art Director | Eric Fernando |
| Content Director | Wagner Ximenes |
| Digital Content | Karla Lima |
| Digital Content | Tamires Soares |
| Digital Content | Bárbara Jadeh |
| Account Management | Leticia Meira |
| Account Management | Sabrina Spinelli |
| Account Management | Katia Simonato |
| Account Management | Agatha Ferreira |
| Account Management | Karoline Silva |
| Account Management | Shirley David |
| Account Management | Samea Vaz |
| Media | Heloisa Goldman |
| Planning Team | Marie Alonso |