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Javier Urquiza
Javier Urquiza
Agency Editor at Publicis Sapient
Boston, Stati Uniti
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TitoloFIAT Italian Masterpiece
Agenzia
Campagna FIAT Italian Masterpiece
Cliente Chrysler Group LLC
Marca Fiat
Data di Prima Diffusione/Publicazione 2013 / 11
Settore Auto Nuove
Trama We and FIAT like to go big— so when we were asked to celebrate the roomier FIAT 500L, the only way to make our point was by putting another Italian masterpiece inside.
FIAT and us recreated Sistine Chapel frescoes on the ceiling of a FIAT 500L live at the LA Auto Show. The event garnered global attention press from major news outlets, leading auto blogs, TV news and in advertising trades like Creativity. Our efforts included live production, streaming, and daily social media posts videos, some via Google Glass.
We generated online and offline buzz while artist Nicola Verlato painted 8-10 hours a day—and nearly 36 hours straight on the last two days—to finish in time. A set of content videos showcased the unique preparation for the project, as FIAT reconfigured the car —removing the seats, installing a custom floor and creating a fiberglass ceiling for the canvas. The artwork will be on display at auto shows and art events across the U.S. Ultimately, it will be auctioned for charity. 
Tipo di Media Case Study
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