The “Italianos” campaign highlights the friendship between the two countries and builds on Italy’s experience during the crisis, encouraging Brazilians to take care of themselves and be strong in the face of the current difficulties
Brazil has become a second home for this unmistakably Italian brand and the “Italianos” campaign just launched by Fiat in Brazil builds on the deep friendship between these two countries, delivering a message of strength, encouragement and closeness in the fight against a global pandemic.
Produced in both 30 and 60 second formats, “Italianos” combines well-known Brazilian landscapes with a moving and optimistic message from Italy. Like a conversation between brothers, the spirit of Italy shares some lessons learned from this crisis combined with a message of hope that Brazil will succeed in overcoming the crisis more easily, and perhaps more quickly. The film ends with the hashtag #VamosSairDessa (“we will get through this”), reinforcing the hope of a better future for all.
“Fiat was born in Italy, but Brazil is its second home. Both countries are going through a delicate moment as a result of the pandemic, but love and generosity continue to be strong characteristics of both Italy and Brazil. As Italy seems to have passed the peak of the crisis, we wanted to give a heartfelt message of support and encouragement to Brazil as it enters an acute stage in the fight against Covid-19”, said Frederico Battaglia, Head of Brand Marketing Communications for FCA LATAM.
“Though heavily impacted by the pandemic, Italy is showing its traditional strength and spirit of solidarity in overcoming the crisis. In this moment, the Fiat brand wants to encourage Brazilians to stay strong and take care of themselves, because the road ahead may be challenging, but we will get through it”, says Antonio Filosa, Chief Operating Officer for FCA LATAM, an Italian who has lived and worked in Brazil for the past 15 years. “This video is intended as a warm embrace between brothers, from one who has just overcome the worst to the other who’s going through a difficult period.”
In addition to the campaign, FCA LATAM is implementing a comprehensive range of coronavirus-related relief initiatives in Brazil and Argentina. These measures include support for the installation of field hospitals for Covid-19 patients in Betim (Minas Gerais) and Goiana (Pernambuco) in Brazil, and Córdoba in Argentina, as well as donations of PPE and other vital supplies for healthcare professionals in all communities where the Company has operations. In Brazil, FCA is also working to repair out-of-service ventilators from the national health system and partnering with local producers of pulmonary ventilators to increase production capacity in Brazil.
From television to social media
Following the primetime premiere on Brazilian TV, the “Italianos” video will form the centerpiece of an extensive social media campaign on Fiat Brazil’s official Facebook, Twitter, YouTube and Instagram channels.
Links to Fiat Brazil’s social media channels:
Turin, 28 April 2020