Over the course of 12 months, the group batted concepts backwards and forwards, however rapidly realized that it had do one thing “authentic and daring, however most significantly PR-driven,” stated Martini. Thus, it was determined that Francois, who additionally serves as world CMO of father or mother firm Stellantis, could be immersed in a pool of paint.
“It was a easy thought however very advanced when it comes to manufacturing. Beginning with the fee, a lot greater than a basic industrial,” stated Martini.
Every little thing was completed for actual, with out using CGI, however there have been some technical challenges alongside the best way.
“Making certain Olivier’s whole security additionally required plenty of time and research,” Martini stated, including, “It’s not daily you dip a CEO in 10,000 liters of paint.”
Ripping up the rulebook
Over the past decade advert spend within the automotive market has dwindled, with whole world funding falling 5.3% to $42.4bn in 2022, in response to WARC Media, and forecast to say no an additional 12.4% in 2023.
In 2022, Fiat recorded a 6.8% drop in gross sales versus 2021, higher than the double-digit drops recorded by different main manufacturers together with Renault, Nissan, Honda or Volkswagen, however worse than the declines recorded by Kia, Ford and Hyundai.
Amid this local weather, manufacturers together with Ford have been pushing their electrical providing to eco-conscious shoppers, however the artistic sparkle has been misplaced as digital media has turn into extra fragmented.
Martini stated Leo Burnett Italia and Fiat had been intentional about breaking each rule within the automotive promoting playbook to provide a blockbuster piece of labor.
“To be memorable, distinguishing ourselves from another advert, particularly automotive ones, was not necessary: It was the one factor that mattered. Our work is standing out a lot as a result of each the advertising technique and the artistic technique are so single-minded. It’s one thing that nearly by no means occurs.”
On the time of this writing,”Operation No Grey” had clocked 5 million views on YouTube.
“The concept was designed to realize this type of end result, however the actuality has exceeded our expectations,” stated Martini. “However past that, we consider that one of many causes behind the success of this operation is that folks all the time reward manufacturers that put their values earlier than their enterprise.”
