To recreate the aesthetically elegant and powerful imagery and atmosphere of the dawn of the Swinging Sixties, making 3 cities awake to find themselves transported back in time to the 4th July 1957, the day when Fiat 500 was born: a stretch of a street, part of a block, were transformed to radiate the brightness of those days. A hymn to a significant age of the Italian past and to the necessary lightness to resist the force of time.

We designed an event to take place in Cannes on May 5th, in Munich on June 10th, followed by one last date in Madrid on June 22nd, 2017. A café, a grocery store, a boutique made 1957 relive in details: clothing, accessories, furniture, were a faithful photograph that returned the image of the epoch; actors, models, a hawker shouting historical facts, a florist preparing bouquets for passers-by, materialized from the past, whilst the Fiat 500-60th anniversary edition appeared amongst the vintage 500 cars – a red 500F (1969), a blue and a yellow 500L (1970) - parked on the street. As a special activation that concluded the tour, dancers in costume surprised passersby with a ballet on the streets in Madrid. The final episode took place on July 4th at the Mirafiori headquarters: the event was repeated to honor all of the Fiat employees.

The client’s expectations were exceeded by a creative idea, a strategy and an execution that surprised the brand in the first place. Whilst the brand had the chance to show an unusual aspect of its personality and make people catch a glimpse of its vision, its irony and openness, the consumer had the unexpected opportunity to experience the brand and its iconic products in a immersive, captivating and brilliant action. The Italianness of the 500’s nature and design became an occasion for people to meet and be joyful.

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YT 204,000 Total Video Views

70,000 Total social interactions on FB, IG, TW, YT

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