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Women's Race

OOH

FIAT 500

FIAT 500 is the official sponsor of the Women's Race (National Breast Cancer Awareness run.) We wanted to promote the event, boost the number of participants and grow registrations from the previous year’s record of 60,000 entries.

As it was a race for women, created by women, we decided to create a campaign that spoke in a language that the reader would associate with “how women talk”; leaving male users slightly perplexed. The phrases were full of innuendo, forcing users to read the message between the lines: signing-up and supporting this important cause.

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