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Fiat 500 continues fashion forward positioning with AW14 outdoor, press and digital campaign

Fiat is building on its fashion-focused campaigns from 2013 and 2014 with an integrated Autumn/Winter 2014 push promoting the Fiat 500’s newest trim level – the Fiat 500 Cult – as well as the variety of colours available in the range.

Created by krow Communications, the work reinforces Fiat 500’s position as a must-have fashion accessory with cues drawn from fashion photography showcasing the cars in vibrant, urban settings, accompanied by chic, stylish models in coordinated seasonal outfits.

Creative Review: 

The 360 campaign launched with three ads ‘Hello Sunshine’, ‘Boom’ and ‘Ice Ice Baby’.

Kate McLaren, head of Fiat brand UK, commented: “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…this new campaign by krow provides a dramatic and vibrant backdrop to this iconic model.”

Creative founder at krow, Nick Hastings added: “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.”

The outdoor campaign will feature premium 96-sheet posters nationwide with a Christmas-themed special complete with live neon signage built on two high-impact West London sites, press ads will feature in national press titles.

Digitally the campaign will run in rich media formats with more tactical messaging.