Come To The Streets
The World Cup was coming to Brazil but Fiat had no media ownership, no official sponsorship nor any direct link with football. Our challenge was to gain visibility during this favorable time.Although the Brazilians were euphoric about hosting The World Cup, we identified a stronger feeling: the 'feeling of being excluded from the party'. In a country with 200 million people, only about 60,000 people per game would be able to see the Cup up close (in the stadium). This sentiment was also felt by Fiat, who could not attend the party in its main market.
Without a stadium grandstand, we invited everyone out to cheer in the only place capable of hosting an entire country: the street.We produced a song, a clip, a commercial, a whole campaign reinforcing the chorus "Come to the streets because the streets are the greatest grandstands in Brazil."
Leo Burnett Tailor Made unites Leo Burnett’s creative brilliance and international experience with an innovative operational model that is 100% dedicated to understanding each client’s business. We are a convergent agency that believes in and works with communication as an integrator, with digital present throughout every brand building stage. A wholly owned subsidiary of Publicis Groupe S.A., the Leo Burnett network is a multinational ad agency with over 81 years’ experience and headquartered in Chicago. It has 96 offices in 85 countries with over 9,000 employees. Present in Brazil for 41 years, we number more than 400 in two offices (São Paulo and Brasília). We are among the three most awarded creative networks in the world, according to the Gunn Report.
