- FIAT awarded on the 2023 version of the ADCE Awards, probably the most prestigious prize of the European artistic neighborhood, promoted by the Art Directors Club of Europe.
- The model, alongside Leo Burnett company, excelled with the “No Grey” project, awarded with the Grand Prix 2023, merely the very best work throughout all disciplines.
The ADCE Jury awarded the “No Grey” challenge with this motive: “Operation ‘No Grey’ has managed to turn a marketing idea – no more grey cars – that usually only involves the marketing department and trade journalists – into a memorable and spectacular event. A piece of communication that spread spontaneously all over the world and managed, for the first time, to communicate FIAT’s main core value to everyone: Italian-ness. Thus, giving the brand global visibility without the media budget of its competitors”.
Olivier Francois, FIAT CEO and Stellantis Global CMO, declared: “I’m very honoured to receive this prestigious award and I’m even more thrilled because the “No Grey” challenge was not an promoting software, however how we determined to speak a advertising and marketing alternative. When we selected to shut the manufacturing of gray
automobiles, we knew it could have been a significant alternative and a daring transfer and due to that we determined to leverage it at its greatest. The outcomes and this prize are proof that we made it proper and is a brand new stimulus to proceed working with our method, what we name THE FIAT WAY”.
The ‘No Grey’ challenge, developed by artistic company Leo Burnett and produced by Twister Film, launched in June, highlights FIAT’s strategic choice to cease the manufacturing of gray automobiles. In the video Olivier Francois explains the technique and turns into the clip’s protagonist, through which the 600e takes a deep dive into color, below the declare ‘ITALY. THE LAND OF COLOURS. FIAT. THE BRAND OF COLOURS’. A contemporary and vibrant challenge that embodies the joyful and pop spirit that characterises the FIAT model and that reached greater than 10 million views on YouTube. Besides that, the echo of the challenge had world relevance, receiving a world protection in 4 continents: Europe, North America, South America and Asia.
ADCE – The Art Director’s Club of Europe has been created in 1990 and since then it promotes the very best European creativity, coming from 22 Member Clubs and a neighborhood of greater than 7.500 creatives. This yr’s was the thirty-second version of the competition and a complete of 43 Gold, 88 Silver, 130 Bronze and 159 Shortlists have been awarded. Among all these works, the No Grey operation emerged as the very best one, deserving the Grand Prix.
Turin, 4th December 2023
ENDS
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