This campaign launched the FIAT brand in the US after an almost 30 year absence. Under the brand platform and tag, “Life Is Best When Driven,” we developed a fully integrated launch campaign for the newly redesigned FIAT 500 that leveraged the brand tagline with the idea that life isn’t best when driven by one thing, life is best when driven by lots of things.
By Passion. By Curiosity. By Design. By Impulse. By Necessity. By Desire.
The FIAT 500, or Cinquecento as it is fondly referred to around Europe, is a car whose iconic design is driven by the same unadulterated passion for life that fuels the individuals who drive them.
