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FIAT ITALIAN MASTERPIECE

基本信息
行业: 汽车及相关服务
媒体:推广与活动
投放:美国
风格: Minimalism
说明cnen
Describe the brief from the client:
Americans think all FIATs are small. And some don’t even know that the brand is Italian. Our objective: showcase the roominess and Italian styling of the new 4-door FIAT 500L to the American audience.

Promotion Development:
To demonstrate the roominess and Italian styling of the new 4-door FIAT 500L, we recreated the Sistine Chapel ceiling inside. We commissioned a classically-trained Italian artist to create the piece in the style of the great Michelangelo. We staged the event live at the L.A. Auto Show in front of 1,000,000 visitors, and gave him just 6 days to complete the project. We captured the action with Google Glass and GoPro cameras, displayed the footage live at the show and posted daily time-lapse videos on FIAT USA’s social channels.

Results:
In just 6 days, with no paid media buy, the event generated nearly 45 million earned media impressions. At the L.A. Auto Show, the event and the FIAT 500L were crowd favorites, dominating the conversation. The stunt was featured in media outlets and publications around the world.

Relevancy to Product/Service:
The project was something only the FIAT brand could do: it was fun, buzzworthy and unmistakably Italian. At the same time, it effectively communicated the larger size of the new 4-door FIAT 500L.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户主管:
剪辑:
其他职位:Worldwide Chief Creative Officer: Gaston Legorburu
North American Chief Creative Officer: Koepke
Director Of Design: Alejandro Mendoza
Manager Interactive Development: Alejandro Roses
Senior Manager/Creative Operations: Ariel Bellumio
User Experience: Guto Nicolucci
Senior Associate/Interactive Developer: Jimmy Satizabal
Manager/Producer: Mike Diaz
Associate Designer: Pamela Roca
Associate Creative Director: Paul Amelchenko
Senior Interactive Developer: Rafael Jimenez
Senior Manager, Program Manager: Juan Serrano
Manager, Program Manager: Giancarla Caprirolo
Sr. Associate, Program Management: Veronica Gurdian
Copywriter Intern: Priscila Ramos de Sousa, Joao Vicente Freire
奖项
戛纳国际创意节 2014
银奖 推广活动
Use of Live Shows/Concerts/Festivals
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