D’Arcy focuses on innovative design in Multipla work

D’Arcy has created a national press and poster campaign to launch Fiat’s new model, the Multipla.

D’Arcy has created a national press and poster campaign to launch

Fiat’s new model, the Multipla.



D’Arcy is focusing on the radical design of the people carrier, which is

designed to seat six adults by using a three-abreast seating layout.



The campaign, which breaks this week, consists of three executions that

highlight the car’s innovative design.



One shows a picture of the Multipla next to copy that reads: ’How odd.

Most people carriers can’t carry six people and their luggage.’



Another reads: ’Stand out from the crowd, then offer them a lift.’ The

final shows a picture of the car with the words ’conventional wisdom’

written upside down.



The campaign, which will also be supported below the line by IMP, will

run across double page spreads in the weekend review sections and

supplements.



The manufacturer claims the car, which measures just four metres

long.



will offer a compromise between traditional full-sized people carriers

and more compact cars - a vehicle that is small enough to fit into the

tightest supermarket space but can also carry the maximum number of

passengers in comfort.



The campaign was art directed by Steve Wakelam, written by Jonny Pittard

and photographed by Simon Somerville. Media is through MediaVest.



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