The new season of Autumn/Winter 2014 has arrived… and with it a new-look, integrated campaign for the FIAT 500 to communicate its newest trim level – the FIAT 500 Cult – as well as the fabulous variety of colours available in the range. 

The latest work from krow 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.

The brand’s cheeky and playful tone has been colourfully highlighted with bold neon signage depicting adverse weather conditions, providing the backdrop to fun-loving models in stylishly-coordinated Autumn/Winter wardrobes. The dramatic photographic treatment is sure to turn heads and achieve maximum standout as the dark winter evenings draw in. 

The 360 campaign will launch with a nationwide outdoor and press campaign on November 17 with three new ads: “Hello Sunshine”, “Boom!” and “Ice Ice Baby”. 

The outdoor campaign will feature premium 96-sheet posters in popular sites across the country, including a Christmas-themed special with live neon signage, built on two high-impact sites in West London (Holland Park Roundabout and Wood Lane). The press creative will feature in high-circulation, national press 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 platform has been consistently applied across multiple channels. 

Kate McLaren, Head of FIAT Brand UK said, "The FIAT 500 continues to assert itself as the ultimate fashion accessory.  This striking campaign demonstrates the car's ability to stay ahead of the curve, as well as showcases the latest Cult trim level and the variety of colours available in the range. This new campaign by krow provides a dramatic and vibrant backdrop to this iconic model".

Nick Hastings, Creative Founder at krow said, "A good test for the work we do on the Fiat 500, is that it should feel like the car created it.  When the lovely little thing did this, it was in a particularly bright mood, and wanted to light up peoples' dark winter evenings."