Creative in association withGear Seven

Krow Goes Neon for FIAT's New Spring/Summer Campaign

Advertising Agency
London, UK
Agency launches new campaign capturing the spirit of the seasons

Spring is in the air and to celebrate, FIAT have launched the latest campaign for FIAT 500 – the 2015 Spring/Summer Collection. Three new ads continue the current neon theme from the previous campaign, with use of vibrant colours and headlines reflecting the change of season.

The latest work from krow Communications builds on the hugely successful, fashion-focused campaigns from 2013 and 2014 to reinforce FIAT 500’s position as the must-have fashion accessory. Designed to reflect iconic fashion photography, the creative to date has featured the cars in vibrant urban settings, accompanied by chic, stylish models in coordinated seasonal outfits.

Bold neon signage provides the backdrop to the cars accompanied fun-loving models in stylishly-coordinated Spring/Summer wardrobes. The dramatic photographic treatment creates a sense of energy and lightness for which the FIAT 500 is so well-known and loved.

The new FIAT 500 Vintage ’57 edition is a fitting tribute to the legendary 'Cinquino' – as the Italians affectionately named. From 1957 to 1975, the car helped to propel a rapidly evolving Italy – galvanising itself as a cult model, of which some 3.9 million units were sold. With detailing inspired by the original model, the Vintage ’57 edition has been designed with today’s audience in mind. The car boasts fantastic features such as a pastel blue paint finish with white roof and spoiler, leather upholstery, vintage-style Fiat badges and 16” white and chrome-plated alloy rims.

The integrated campaign launches in national press with three different executions: “Pop” featuring a FIAT 500 Lounge, “Kicks” featuring a FIAT 500 Sport, and “Be Bop Baby” to celebrate the arrival of the FIAT 500 Vintage ’57 edition.

The outdoor campaign (live from 18th May) will feature the creative across premium 48 and 96-sheet poster and iconic digital sites across the country. The press creative features in high-circulation national press titles, as well as fashion and lifestyle publications.

The digital campaign will run on high traffic websites with attention-grabbing rich media formats and will feature more tactical messaging, perfectly illustrating how the campaign has been consistently applied across multiple channels. 

Lucia Pennesi, Fiat UK Communications Manager said, "The FIAT 500 continues to assert itself as the ultimate fashion accessory.  This new campaign reinforces the car’s ability to stay ahead of the curve, constantly evolving whilst maintaining leadership in its segment. We are continuously challenging our creative agency to deliver the most impressive creative work and here we are again”. 

Nick Hastings, Creative Founder at krow said, "The car always sets the tone for the FIAT 500 work. It’s fun and it’s fashionable. This time, Spring is here, the sun is out and the little beauty feels like having fun, with bubbles, beach balls and a spot of be-bop.”

Agency / Creative