The One Show
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no grey
Agency Leo Burnett Italy / Turin + Red Rose Production / Milan + Prodigious / Turin + Twister Film / Milan
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Category
Business Transformation
Annual ID
OS24_PR023B
About the Work
27% of cars sold worldwide are grey. Despite this, Fiat decided to stop producing them. A seemingly surprising choice that had two purposes: 1) To concretely give life to the "Dolce vita for all" brand positioning, represented by a strong link to Italy, a country famous for its joy, optimism, and colours. 2) To distinguish itself from competitors, within the world of automotive advertisements, which are all the same as each other and only focus on products and features.
To make this business idea - no more grey cars - memorable, we sought the most spectacular, innovative, and unexpected way possible: to put Fiat's Global President, Olivier Francois, in a grey Fiat 600 attached to a cable, which was connected to a huge crane. Lift him 15 metres high above the colourful town of Lerici, Italy and then submerge him in an actual giant canister containing 10.000 litres of orange paint. The result was a spectacular video that was able to transversally intercept every target audience, conveying the brand positioning , "New Dolce Vita for all", to everyone around the world.
Doing so the campaign has managed to turn a marketing idea - no more grey cars - that usually only involves the marketing department and trade journalists - into a memorable and spectacular event. A piece of communication that spread spontaneously all over the world and managed, for the first time, to communicate Fiat's main core value to everyone: Italian-ness. Thus, giving the brand global visibility without the media budget of its competitors.
In fact, with zero paid media, the film spread spontaneously, reaching 46.4 million views and it generated +74% positive sentiment towards the brand. It has also been featured in more than 6,500 articles in newspapers and magazines around the world such as Le Monde, The Times, and SKY.
But, more importantly, Fiat sales registered +12,7 % after the launch of the campaign.
To make this business idea - no more grey cars - memorable, we sought the most spectacular, innovative, and unexpected way possible: to put Fiat's Global President, Olivier Francois, in a grey Fiat 600 attached to a cable, which was connected to a huge crane. Lift him 15 metres high above the colourful town of Lerici, Italy and then submerge him in an actual giant canister containing 10.000 litres of orange paint. The result was a spectacular video that was able to transversally intercept every target audience, conveying the brand positioning , "New Dolce Vita for all", to everyone around the world.
Doing so the campaign has managed to turn a marketing idea - no more grey cars - that usually only involves the marketing department and trade journalists - into a memorable and spectacular event. A piece of communication that spread spontaneously all over the world and managed, for the first time, to communicate Fiat's main core value to everyone: Italian-ness. Thus, giving the brand global visibility without the media budget of its competitors.
In fact, with zero paid media, the film spread spontaneously, reaching 46.4 million views and it generated +74% positive sentiment towards the brand. It has also been featured in more than 6,500 articles in newspapers and magazines around the world such as Le Monde, The Times, and SKY.
But, more importantly, Fiat sales registered +12,7 % after the launch of the campaign.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Leo Burnett Italy / Turin
Media Agency
Publicis Collective
Production Company
Prodigious / Turin
Twister Film / Milan
Music / Sound Production Company
Red Rose Production / Milan
Post Production Company
Frame by Frame / Rome
Composer
Flavio Ibba
Creative Director
Enrico Pasquino
Giovanni Greco
Giuseppe Campisi
Director
William 9 William 9
Director of Photography
Daniele Poli
Matteo Rea
Editor
Davide Mauti
Executive Creative Director
Francesco Martini
Executive Producer
Ariens Damsi
Giovanni Amico
Leonardo Rossi
Account Manager
Silvia Di Bucchianico
Account Supervisor
Valentina Bolognino
Client Service Director
Paolo Griotto
Color Correction
Valerio Liberatore
General Manager
Maurizio Spagnulo
Head of Marketing Communications Fiat&Abarth
Piera Gallo
Head of TV Dept.
Alessio Alberto Zazzera
Line Producer
Viola Ranalletta
Off line
Sedici:9
shooting set-up
Gruppo Eventi
TV PRODUCER
Francesca Bocci
VFX
22Dogs
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