These days, crowd sourcing is a common way to raise money for a cause, but could it also be used to make a successful advertising campaign? That’s what Fiat Chrysler CMO Olivier Francois and Fiat recently attempted to find out for their new ‘Journeys x Fiat’ online ads – which were made by independent filmmakers and tell the stories of various Fiat owners and their cars.
The ad campaign, which consists of seven online videos, was made possible through Tongal, which connects over 100,000 producers and filmmakers with advertisers. More than 75 film creatives pitched ideas to Fiat for the campaign, with the automaker choosing and funding its favorite seven stories.
The best part about the ‘Journeys x Fiat’ ads is their authenticity. As Tongal co-foudner and president James DeJulio told Automotive News, the internet is a “great bullshit detector,” and could easily tell if the videos and their stories weren’t real. But these ads tell the true stories of real Fiat owners, whether they are a man of Italian heritage using Fiat to connect with his distant family or a young couple enjoying their environmentally friendly 500e in California.
We’ve embedded one of our favorite Journeys x Fiat ads above, and if you’d like to view the remaining six, simply click here.