Title: FCA EXPO URBAN DOMINATION
Agency: INDEPENDENT IDEAS, MILAN - Team Project with AWE, TURIN.
Project: BTL and outdoor project to create awareness about FCA being Expo 2015 global partner and supporting the launch of the new Fiat 500.
Eataly internal branding
With an events agency we customized the internal parts of one of Italian most famous food retailer and restaurant, Eataly, with an art installation inspired by Arcimboldo and several Fiat 500 models hanging from the ceiling. We created an online engagement activity which invited guests to take a quiz about food and automotive.
Outodoor car placement
An unconventional food pack: a huge can placed outside Eataly. Closed during a teasing phase, then opened up to reveal the brand new Fiat 500 model.
Special event to promote the launch of the new model and Fiat 500’s birthday, in partnership with GQ Italia.
A one-day long party at Parco Sempione in Milan, which included a music festival and a special live performance: the creation of the biggest “human car” in history, shaped by more than 300 people. (Guinnes World record-certified).
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