Cannes Lions

LA VITA È BELLA

WIEDEN+KENNEDY, Shanghai / FIAT GROUP / 2013

Case Film

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China and Italy aren't all that far apart culturally. They both have a long legacy of creating and crafting beautiful things. They both share a love of family. They even share a healthy love of noodles. In their respective heydays, China was the Italy of Asia and Italy was the China of Europe. However, due to its more recent economic boom, China has been in rapid development and is losing touch with some of its slower paced traditions. At Fiat, they believe that simple things done beautifully make for a beautiful life which we embodied La Vita é Bella.

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