Fiat Mille Economy

For the same money you spend on this product, you can drive this far. 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.

Agency: Leo Burnett;
Brand: Fiat;
Geo: Americas, Brazil.