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.
Fiat Group Automobiles Germany AG, Frankfurt/Main
Chief Creative Officer:
Leo Burnett Germany, Frankfurt/Main
Benjamin Merkel, Hans-Jürgen Kämmerer, Andreas Stalder