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Leo Burnett Tailor Made Showcases Fiat UNO’s Innovations in New Campaign

“A Whole Lotta Car in a Single UNO” highlights exclusive features in latest model

The latest Fiat UNO model is more economical, more powerful and has a higher torque in addition to exclusive features. Leo Burnett Tailor Made was presented with a challenge — how should Fiat communicate these technological innovations in a way that appeals to potential car buyers?

The solution: Leo Burnett Tailor Made developed the UNOLab, a place dedicated to innovation and discoveries. The UNOLab uses the most diverse objects and experiments to test the main features of the car in an unusual and playful way.

“The 2017 UNO brings many new features that make it stand out in its category. We needed to demonstrate this reinvention in an entertaining way. That's why we created the UNOLab and a series of experiments that generated content in the most diverse formats for the campaign," said João Caetano Brasil, creative director at Leo Burnett Tailor Made.

“The objective of the campaign is to show the UNO’s evolution through the reinvention of its standard equipment. In other words, the UNO has become an increasingly technological and comfortable car, while remaining economical and practical," said João Ciaco, head of brand marketing and communication for Fiat Chrysler Automobiles (FCA).

The UNOLab experiments are captured in a series of films:

“Cat and Mouse”