The poster should stand out in the ambient. Big cities have numerous posters advertising all sorts of products, so we needed something really eye-catching to generate awareness towards the integrated GPS.

Big cities are really hard to drive through. Their endless streets looks like a giant puzzle to the driver. This fact of urban life inspired us to create a poster that is made of cities’ pieces, embodying the difficulties that an average driver faces to assemble its pieces, the streets, to make his route.

Fiat received great feedback from consumers, even asking if the posters could be bought. People took photos of it and posted on social networks, generating some buzz around it.