The 50th edition of the Media Key Award 2018 was held in Milan, at the Teatro Elfo Puccini. The event is dedicated to advertising communication and awards the creativity developed by leading international companies. The prestigious accolade went to Fiat Professional for the ”Epic Fail – Cristalli” radio campaign in the ”Transport and Energy” category.

The new ”Unpro vs. Pro” communication platform created by the Leo Burnett creative agency has been on air since last May in all EMEA countries on television, digital platforms, radio and billboards.

With the campaign, Fiat Professional goes beyond the testimonial concept and plays on the theme of contrast, representing amateur situations as opposed to those created by professionals.

The non-professionals rely on improvised ingenuity and makeshift solutions, failing epically, while the real professionals can brilliantly solve all work-related problem with the help of the Fiat Professional vehicle range.