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Fiat Panda 4x4 – ­Surprised Animals

[Print Campaign, Poster Campaign]


Fiat Group Automobiles Germany AG, Frankfurt/Main


Leo Burnett Germany, Frankfurt/Main

Account Management

Rafael Koldewey

Art Direction

Hugo Moura

Chief Creative Officer

Andreas Pauli

Creative Direction

Benjamin Merkel, Hans-Jürgen Kämmerer, Andreas Stalder

The aim of this campaign is to promote the off-road qualities of the new Fiat Panda 4x4. Thanks to the new selectable four-wheel drive, the car is suited for reaching even the most remote places on earth. The photographs show snapshots of exotic animals like koalas and monkeys literally dropping their jaws on seeing this vehicle driving through the off-road “wilderness”. By only showing the facial expressions of the animals – which look almost human – the campaign piques the interest of viewers to find out what exactly made them react in such amazement.

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This project can be found in the
International Yearbook Communication Design 2016/2017.