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
The manufacturer claims the car, which measures just four metres
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.