| Cannes Lions, 2015 | ||
|---|---|---|
| OUTDOOR | AMBIENT: TRANSIT | SILVER |
| Ad Stars Awards, 2015 | ||
| Direct | Use of direct marketing | Gold |
| Clio Awards 2015 | ||
| Direct | Product/Service: Out of Home | Bronze |
| Kinsale Sharks Awards, 2015 | ||
| Ambient | International Ambient - Interactive Experience | Silver Winner |
| LIA (London International Awards), 2015 | ||
| Non-Traditional | Experiential | Gold Winner |
| Non-Traditional | Interactive Installations | Silver Winner |
| Cristal Festival, 2015 | ||
| Digital & Mobile | Digital Innovation | Emerald (Bronze) |
| D&AD Awards, 2016 | ||
| Digital Marketing | Digital Tools & Utilities | Wood Pencil |
| One Show, 2016 | ||
| Direct | Innovation - Innovation in Direct Marketing / Innovation in Direct Marketing | Merit |
| Direct | Csr - Ambient / Environmental / Ambient / Environmental | Merit |
| Intellectual Property | Csr - Physical / Digital / Physical / Digital | Merit |
| Interactive | Csr - Advertising / Advertising | Merit |
| Wave Festival, 2016 | ||
| Direct | Inovação em Direct | Bronze |
| Outdoor | Inovação em Outdoor | Bronze |
| FIAP 2016 | ||
| Vía Pública | Institucional | Sol de Plata |
Advertiser: FIAT
Título/Title: El Wi-Fi Que Salva Vidas
Agency: LEO BURNETT TAILOR MADE
Geo: Brazil
Account Team: Denise Millan, Cíntia Mourão, Eduardo Crepaldi, Caio Perez(Leo Burnett Tailor Made)
Creative Director: Eduardo Battiston(Isobar Brasil)
PR Team: Fernanda Lopes, Aline Cerri(Leo Burnett Tailor Made)
Planning Team: Marcello Magalhães, Tiago Lara, Rafael Camilo, Marco Farah(Leo Burnett Tailor Made)
Chief Creative Officer: Marcelo Reis(Leo Burnett Tailor Made)
Executive Creative Director: Marcelo Reis(Leo Burnett Tailor Made)
Creative Director: Marcio Juniot(Leo Burnett Tailor Made)
Creative Director: Pedro Utzeri(Leo Burnett Tailor Made)
Art Director: Vitor Menezes(Leo Burnett Tailor Made)
Graphic Producers: Zezinho Lima, Rodrigo Lima, Ricardo Sotelo, Rosilene Ribeiro(Leo Burnett Tailor Made)
Copywriter: Alexandre Freire(Isobar Brasil)
Motion Designer: Christian Balzano(Leo Burnett Tailor Made)
Media Team: Fernando Salles, Daniela Franco, Paulo Pereira, Fernando Bombonatti, Nathalia Si(Leo Burnett Tailor Made)
Chief Creative Officer: Fred Saldanha(Isobar Brasil)
PR Team: Juliana Lopes, Rafael Palmeiras(Espalhe)
Art Director: Maicon Pinheiro(Isobar Brasil)
Creative Director: Marcelo Bruzzesi(Leo Burnett Tailor Made)
Edition: Paulo Staliano(Leo Burnett Tailor Made)
Copywriter: Pedro Furtado(Leo Burnett Tailor Made)
Audio Production: Wilson Simoninha, Jair Oliveira, Rodrigo Monteiro, Pedro Caldas, Dionisio Dazul,(S de Samba)
Description of the Project:
Psychologists say that the best way to change someone’s behavior is by either giving them some form of punishment or a reward. We chose the latter. And so we installed a system that offers free Wi-Fi in Fiat taxicabs. But with one slight catch: the Wi-Fi only worked if the passengers had their seatbelt buckled up. The communication inside those taxicabs explained how the system worked and also the importance of wearing seatbelts in the back seat. We developed and installed a special device on Fiat taxicabs that gave free Wi-Fi to the passengers if they buckled up their seat belts. The communication targeted directly the backseat passengers of taxicabs generating an immediate response: they buckled up. This simple idea managed to radically transform people’s behavior: 4,500 backseat passengers were directly impacted and 100% of them spontaneously buckled up their seatbelts. The idea also spread through the press, impacting more than half a million people.