The first Fiat Panda with 4×4 drive was produced exactly 40 years ago. However, this drive variant will no longer be available in the future. The new Panda 4×40° is therefore not only a strictly limited special model, but also the last Panda with all-wheel drive. In other words: "The last of its kind". And under this motto, it is currently at the center of a digital campaign developed by Saatchi & Saatchi Zurich.
The centerpiece of the campaign is a two-and-a-half-minute video in the style of a classic animal documentary. The humorous film entitled "The last of its kind" portrays the panda in David Attenborough style in its natural habitat, the Swiss Alps. Here, the cute animal experiences a series of adventures: These range from finding a mate and behaving in dangerous situations to a special meeting with one of its ancestors.
Individual snippets of these experiences form the basis for a broad-based digital campaign: numerous cut-down variants are played out as advertising media in different channels and formats - all under the motto "The last of its kind", of course. The video assets are flanked by display ads, all of which link to a campaign landing page. This is also based on the campaign motto and presents the panda 4×40° as a species that has adapted perfectly to its habitat in the Swiss Alps.
The campaign was created as a genuine "Power of One" project in close collaboration between Saatchi & Saatchi Zurich and the agencies Bagels of Berkeley, Notch/Digitas and Publicis Media, which also belong to the Publicis Groupe. Creation, production of video assets and website as well as media playout all come from a single source.
Responsible at Fiat: Rico Helmrich (Head of Communication). Responsible at Saatchi & Saatchi Zurich: Sören Schröder (Managing Director Creation), Holger Schicke (Managing Director Consulting), Barbara Sarras (Copywriting), Raphael Monsch, Vanessa Savi (Art Direction), Sascha Djabbari, Noemi Camenisch (Account Management). Responsible at Bagels of Berkeley: Rahel Duersteler (Senior Social Consultant), Kevin Hy (Social Creative), Luciano Hagge Dias (Digital Business Director). External partners: DubDub Studios (Gregor Rosenberger, Sandro Palomba), Tyma Film (Yannis Petrone, Tim Holder, Kevin Prinz).