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Chicago, IL 60601
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Maggie Shepherd

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Emily Doskow

Chief Marketing Officer

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Fiat Chrysler Automobiles “The Parking Billboard"

Fiat advertises its parking assist systems by mimicking the service in a big way and earns a 7+ on the GPC scale.

Interactive campaign “The Parking Billboard” from Leo Burnett Frankfurt brings innovative technology to the street, offering an entertaining fix to the everyday struggle of parallel parking.

The spot opens with a montage of still images featuring the best-of-the-worst park jobs. Strung together like a highlight reel, the images emphasize a universal problem: drivers can’t navigate tight parking.

Fiat’s solution: a billboard that monitors a car as it parks, activating a simulated “parking assistant” to give relevant navigational directions from a billboard.

The “parking assistants” range in age, costume and demeanor, bringing an entertaining slice-of-life feel to the film.

Fiat proves this is more than a light-hearted gimmick by detailing the advanced software behind the billboard. Ultrasonic sensors monitor the precise, real-time position of a car as it parks, and the technology queues “parking assistants” to provide precautionary directions and exaggerated reactions.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.