2016 FIAT ONE FOR THE BOYS

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DON'T BE SHY

When it comes to raising awareness around the issue of male cancer, men can be a little reticent in letting their feelings be known. When Fiat asked us to help with their sponsorship of One For The Boys, a charity aimed at getting men to open up more, chaired by Hollywood Legend Samuel L Jackson, we landed on the simple thought - where else can men talk more freely to each other than in the privacy of their own car. Easy, they don’t even need to make eye contact! #DrivingConversations was born.

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.

To raise awareness of the campaign, and the event, we preceded it all with a cheeky little film, with the help of production house Brave Spark. 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. Not what they were expecting! The film aired on Fiat’s social media platforms and those of our artists featured at the Masquerave Ball, reaching a wide ranging audience. All with the aim of helping to say…don’t be shy guys – get talking!

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