Fiat is promoting two limited editions of its iconic 500 model in an outdoor campaign ‘Lose the Labels’, celebrating nonconformity and expressing your own individuality. krow Communications created the campaign to support the 500 Rockstar and 500 Star models.
The idea behind ‘Lose the Labels’ is to challenge conformity over individuality. It takes perceived wisdom of what you have to look like, or how you behave, and confronts them head on. As the 500 breaks away from the homogeneous looks of cars in the A segment and expresses its individuality, the first executions in this campaign look at labels in fashion and celebrates people’s own individual style over the myth that to be chic, you need to follow the obvious trends.
There are two different executions. In one, a self-possessed man poses casually next to the 500 Star under the headline ‘Dedicated follower of nothing’. The other shows an equally confident woman next to the 500 Rockstar, with the headline ‘Individuality has no catwalk’.
The posters are running across DOOH and OOH channels across the UK, including major sites in London, Birmingham and Leeds. The outdoor campaign breaks on the 20th of May with other channel activation to follow.
Kate Barrett, Fiat brand communications manager, said: “We’re launching this campaign because we wanted to evolve the 500 from being the ultimate fashion accessory into something new and different from the category. This campaign brings to life the individuality of the car, which we believe will resonate with the audience.”
Nick Hasting at krow Communications said: “The Fiat 500 gets offended by the merest suggestion that it’s part of the ‘A-segment’ herd. It has a style all of its own, recognised in particular by like minds.”
The 500 Rockstar and 500 Star models are part of the new Fiat 500 range.