To encourage people to get out of routine and into adventure, the best approach is to illustrate how dull their life exactly is.

It took me a few moments to find the connection between Fiat Adventure and the cut-outs.  I concluded that the cardboard cut-out art direction was to reiterate that we need to get out of our cardboard box. The more I thought about it, the more I came to really like these ads.

The detailing in the artwork is great. The have literally created a grueling, mind-numbing fake world. However it is this detail into our real lives that makes me find the office-suited vultures as  slightly out of place. I am willing to overlook this as I like the look of the life-sized vultures (and while we are talking about them, is he carrying a saw?).

My only other concern is the exact wording of the copy as I cannot help make improved suggestions in my mind. I am however also willing to overlook this as the drive may have been weakened in translation.

Overall the campaign is well executed. Though I cannot help but speculate whether the idea came from somebody’s desire to make paper characters. Either that or somebody was caught making paper aeroplanes in the client meeting.

Advertising Agency: Leo Burnett, Buenos Aires, Argentina
Chief Creative Directors: Seto Olivieri, Pablo Capara
Creative Directors: Luis Sanchez Zinny, Carmelo Maselli
Art Directors: Ammiel Fazzari, Carmelo Maselli
Copywriters: Juan Ignacio Galardi, Matías Eusebi, Luis Sanchez Zinny
Agency Producer: Mariana Haxell
Photographer: Juan Mathe (argentinafoto)
Account Director: Hernán Cuñado
Account Executive: Emanuel Abeijon

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