The 50th edition of the Media Key Award 2018 was held in Milan at the Elfo Puccini Theatre, an event dedicated to advertising communication that awards the creativity developed by the main international companies. The prestigious award was assigned to Fiat Professional for the "Epic Fail" radio campaign - subject "Crystals" in the "Transport and Energy" category. The new "Unpro vs Pro" communication platform created by the creative agency Leo Burnett has been on air since last May in all EMEA countries on television, digital, radio, and billboards. With this campaign, Fiat Professional overcomes the concept of testimonials and plays on the theme of contrast, representing amateur situations as opposed to those created by professionals.
The non-professionals rely on their inventiveness and makeshift, creating real epic fails, while the real professionals brilliantly solve any problem thanks to the support of the Fiat Professional vehicle range.