Role: Strategist
Miami Ad School
FIAT 500e x Giorgio Armani
Awareness of brand & product
Strategize how to use the “Big Game moment best” to plan a stunt or activation that teases the launch of the FIAT 500e x Giorgio Armani collaboration as a way to generate hype around the FIAT 500e being released in North America in 2024
Situation
The Problem
Fiat is not portraying its Italian identity in the United States as it does in Italy, failing to convey the brand's soul that defines them.
USA vs Italy
Cold vs Emotion
Target Audience
The 9 to 5 Romantic. ❤️
They live in major US cities where driving is necessary; they are between a range of 25 - 40 years old, earning a salary between $60k - $100k with their 9 to 5 corporate jobs.
While this person may live a fairly “typical” American life, they romanticize the little things.
For them, the morning commute isn't just a mundane task; it's a canvas for spontaneous adventures. Armed with a unique playlist, each drive becomes an opportunity to turn their routine into a quirky escapade. When they roll down the window, they aren't opening it for fresh air; they're stepping onto the stage of their own life's movie.
Insight
People crave attainable ways to romanticize their life.
Strategy
Your own slice of La Dolce Vita.
Bring the romantic Italian lifestyle and feeling to Americans in an attainable way.
Creative Concept
La Dolce Vita Americana.
We are bringing a romantic Italian escape to Las Vegas, Nevada, during one of the city’s busiest times. It’s a call to romanticize a special and unique moment in a city that thrives on spectacle, excess, and movement. Embracing the pause and start living for the moment, for la Dolce Vita Americana.
