Forget What You Know by Fiat

Michael Meyersfeld photography for Fiat.

Terence Raft has been contracted to Leo Burnett JHB as Art Director, Copywriter and designer on the brand re-positioning of Fiat in South Africa. We got this brand positioning and statement:
Change perception towards the Fiat Brand and position it as a brand unto its own within the automobile industry.
The first phase is a 2 month campaign which broke at midnight on the 31st December 2009 is the teaser/awareness phase in which the public are introduced to a Fiat brand that is far away from whats previously been seen but interesting enough to ask the question… what’s up with FIAT hence the line… Forget what you Know.
It’s a total departure from what the brand is at the moment, and it’s quite a bold approach. The ads featured here were shot by the well known photographer Michael Meyersfeld.
For more on the campaign, check out the website Forget What You Know.