Fiat Ambulance Line / Big problems

Cannes Lions 2011 - Silver Press Cannes Lions 2011 - Bronze Art Direction Cannes Lions 2011 - Bronze Illustration London International Advertising Awards 2011 - Print Finalist (Book) Clio Awards 2011 - Bronze Press Fiat, besides being the #1 brand in passenger cars in Brazil, also has a full line of ambulances. Their hospital vehicles come with all infrastructure needed for patient urgent care: from mere assistance to the possibility of a mobile ICU, depending on the buyer's need. To stand out in a B2B segment known for a serious tone, and to stick to Fiat's brand voice, we decided to present their full line of ambulances in a responsible yet lighthearted way.