777 creates the “Ovation” campaign for the launch of the new Fiat 500e Giorgio Armani collector’s Edition

777, the agency founded by Armando Testa and Herezie, won the pitch to assign the advertising campaign for the new Fiat 500e Giorgio Armani Collector’s Edition. 777 created the campaign (TV, print, digital, Social) for the launch of this new special series which can be ordered from today in Europe and will soon also be available in the Middle East, Africa and North America.

A young man leaves the lobby of the Armani Hotel in Milan and heads towards his 500e Giorgio Armani Collector’s Edition, parked just outside the entrance.  

After collecting the car keys from the reception desk, the man drives off through the city centre streets. The track “Città Vuota”, the sound track of the film, emphasises the atmosphere the man encounters: a completely empty city.

Where has everyone got to? The car continues on its way until it reaches via Montenapoleone. The scene is really totally unexpected. The street has been transformed into an incredible open air runway. The audience is there and when the car parades through the crowd, it is greeted with an elegant and emotional ovation all round. As the entire city celebrates this new branded model, the claim appears “Don’t drive it. Wear it.”

CREDITS

Agency: 777

Executive Creative Director: Andrea Stillacci

Creative Director: Raffaele Balducci

Creative team: Federico Albanese, Marta Foli, Thomas Marino

Client Director: Stefano Piccini

Client service: Federica Tos

Producers: 

Production Company: Buddy Film 

Executive Producer: Alessio Gramazio

Director: Federico Brugia

Director of Photography: Marcello Dapporto

Music:

Title: Città Vuota

Composers: D. Pomus / M. Shuman / G. Cassia

Publishing: Warner Music Publishing Italy Srl

Master: Red Rose Productions

Arrangement and cover version: Flavio Ibba- Carlo Palmas 

Voice: Lucrezia Bosso