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Back

Driving Conversations

Objective

Leverage Fiat’s existing partnership with male cancer charity, One For The Boys.

Strategy

Give men a safe space to let their feelings be known.

Where else can men talk more freely to each other than in the privacy of their own car? There they don’t even need to make eye contact. #DrivingConversations

To raise awareness of the campaign, and the event, we preceded it all with a tongue-in-cheek film: Two mates driving around, chatting about stuff, and out of the blue they get a call from one of the most recognisable voices in movies – chair of One For The Boys, Samuel L. Jackson.

The film aired on Fiat’s social media platforms and those of our artists featured at the Masquerave Ball, reaching a wide-ranging audience.

How’s it hanging?

The culmination of the activity was a star-studded ball featuring DJs, dance legends and celebrities getting together to show their support and inviting the public to raise money for the fight against male cancer. The line-up included DJ sets from the likes of Craig David, Faithless, Eats Everything, Tom Findlay of Groove Armada, Jamiexx, Jillionaire and Seth Troxler.