New Doblò’s launch campaign: true stories reveal Italian ingenuity

• FIAT PROFESSIONAL celebrates the New Doblò and E-Doblò with three videos about Italian ingenuity posted on the brand’s social media pages (available at this link).
• The truthfulness of the new campaign in a backstage video featuring the true people – the “stars” - of the three stories, available at this link.
• Three true stories that show the secret to Italian entrepreneurship: making big things from little opportunities, thanks to lateral thinking.

FIAT PROFESSIONAL brand welcomes the New Doblò and E-Doblò with the new campaign “Driven by ingenuity”. The three videos show traditional businesses reinventing the conventional way of working into something completely innovative, thanks to lateral thinking. They are based on ‘real stories’ told by their real protagonists with a new, distinctive angle on Italian ingenuity in business.

The stories, posted on FIAT PROFESSIONAL’s social channels, showcase three innovative and sustainable start-ups which successfully provide an alternative use to materials traditionally belonging to other fields. What distinguish them is the same ingenuity that sets the New Doblò and E-Doblò apart, making them the perfect vehicle for forward-thinking companies.

FIAT PROFESSIONAL’s values of sincerity, customer centrality, and the importance of always being a reliable partner for one’s own clients are highlighted in this new campaign. The New Doblò remain in the background in the ads, but is always by their side, as it is the perfect vehicle for their working goal and brilliant ideas.

The first story showcases the creations of the B Corp Miomojo, a Bergamo-based fashion brand and benefit corporation which designs bags and accessories using innovative, vegan, partly organic materials, alternatives to animal leather, and recycled fabrics. Designer collections produced with cactus or with corn, with apple waste or with recycled fishing nets are examples of this great Italian creativity.

The second ad tells about Ricehouse, an innovative start-up and benefit corporation co-founded in 2016 by architect Tiziana Monterisi and her husband Alessio Colombo. Ricehouse downcycles all non-edible waste coming from rice production into new, healthy, and ethical building materials, technologically advanced and with a high grade of sustainability. The main objective is to commercialize new materials: straw, chaff, thermoplaster, lightweight screed and finishings made in chaff and lime and insulating panels.

Lastly, the third story focuses on Fili Pari, a start-up and benefit corporation which produces an innovative and one-of-a-kind cloth made from marble dust coming from the production waste of the quarries and production labs. The project is born from the final papers of two young women – Francesca and Alice – at the Politecnico of Milan, motivated by the desire to re-connect the territory to the textile world.

Revealing more about the New Doblò’s launch campaign, a backstage video featuring the stars of the three stories, available at this link. An exclusive insight into the making of, showing how entrepreneurs experienced this advertising adventure with FIAT PROFESSIONAL. Also, a testimony from business owners that emphasizes the truthfulness of the new campaign.
The videos have been developed by the creative agency Leo Burnett and produced by the production company Buddy Film under the direction of Tobia Passigato. The soundtrack is signed by Flavio Ibba for Red Rose productions.

The next generation of a successful model in the C-VAN segment, the New Doblò offers the most in terms of modularity, sustainability, and safety, making it an even more reliable, versatile, and flexible work partner. The new model is available in two lengths, three different configurations (VAN, Crew Cab, Combi) and is offered both with an electric and thermal combustion engine. The New E-Doblò is the prized jewel of the

lineup, as it is FIAT PROFESSIONAL’s third electric vehicle after the E-Ducato and E-Scudo. Further information on the New Doblò and E-Doblò is available at the following link.

Turin, September 1, 2022