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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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Publicis One Agencies and Abarth Introduce a Glow-in-the-Dark, Scorpion-Like Car

Abarth creates a one-of-a-kind “scorpion skin edition” car based on one of the scorpion’s most unique traits

Publicis One Amsterdam – comprised of Leo Burnett, MSL and Starcom – and car company Abarth were so inspired by Abarth’s scorpion logo that they decided to make a car featuring the scorpion’s lesser-known trait: its ability to glow in the dark.

Publicis One agencies uncovered the fact that scorpions shed their skin up to 16 times during their lives, and thus, the one-of-a-kind Abarth “scorpion skin edition” was born. The teams created a revolutionary paint with glow-in-the-dark scorpion-like properties for the limited-edition car.

The team engaged Dutch contemporary artist Pablo Lücker to design unique illustrations for the car’s racing stripes, tapping into Abarth’s racing heritage. The car’s transformation into a unique piece of art is now complete, with the body glowing in the dark, just like a real scorpion.

Abarth dedicated this special edition car to its eponymous founder, Carlo Abarth, who was born under the scorpion zodiac sign. The car will be auctioned with all profits donated to the Dutch Cancer Society, in honor of Carlo Abarth.