Fiat celebrates 50 years in Brazil
To celebrate this historic milestone, the brand launched a special campaign that honours the connection built with millions of Brazilians over five decades.
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Fifty years ago, Fiat arrived in Brazil to write a history marked by pioneering spirit, innovation, and leadership.
To celebrate this historic milestone, the brand launched a special campaign that honours the connection built with millions of Brazilians over five decades. Created by Leo, Fiat's partner agency for 30 years, and produced by Don’t Touch My Soda, the campaign, guided by the concept "Fiat. A fan of Brazil for 50 years," revisits moments that marked different generations to show how Fiat's history intertwines with that of Brazil.
By honouring people, their achievements, and the transformations experienced by the country over five decades, the brand reinforces a relationship built with millions of Brazilians, renewed with each generation and projected into the next chapters of this journey.
The film begins with a boy asleep in the back seat of a car. The sound of a soccer ball hitting the window awakens his curiosity and sets the journey in motion. To the sound of Paisagem da Janela (Landscape from the Window), performed by Manu Julian, the car window transforms into a giant movie screen, revealing scenes spanning decades of Brazilian life.
Credits
View on- Agency Leo Burnett Tailor Made/Sao Paulo
- Production Company Don't Touch My Soda
- Director Felipe Mansur
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Credits
View on- Agency Leo Burnett Tailor Made/Sao Paulo
- Production Company Don't Touch My Soda
- Director Felipe Mansur
- Executive Producer Larissa Delfini
- Production Designer Lauren Ferreira
- Editor Rodolpho Ponzio
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Leo Burnett Tailor Made/Sao Paulo
- Production Company Don't Touch My Soda
- Director Felipe Mansur
- Executive Producer Larissa Delfini
- Production Designer Lauren Ferreira
- Editor Rodolpho Ponzio
Through the window, the boy sees children playing soccer in the street. In other scenes, different children witness special moments that help build emotional memories. One of them observes the emotion of a recent married couple leaving a historic church in Diamantina, Minas Gerais, aboard a Fiat Uno. Another watches revellers taking over the streets in a lively carnival celebration.
In each scene, the campaign highlights how Fiat has been present in different moments of Brazilians' lives, accompanying social, cultural, and technological transformations over the last 50 years.
Shooting in Belo Horizonte and Diamantina, it covers different periods of the country's recent history to show how Fiat has kept pace with cultural, social, and behavioural changes that have spanned genera:ons and has been present in the lives of millions of Brazilians.
The grandeur of the campaign is also reflected behind the scenes. It involved four weeks of pre-production and four days of filming, mobilizing approximately 220 professionals per day, in addition to 350 people including cast and extras. In total, the team visited 15 locations in Minas Gerais and gathered 34 historical vehicles and five current Fiat models to recreate different periods of Brazilian history.
Among the cars featured in the film are models that marked generations, such as the Fiat 147, Uno, Palio, and Tempra, as well as the current Strada, Toro, Pulse, and Fastback. To build the visual identity of each era, the production used a combination of capture technologies, including Alexa Mini LF, Canon Scoopic 16, and Sony Hi8. The negatives recorded on film were developed in London, at the Cinelab laboratory, reinforcing the technical care employed to visually translate the passage of time.
