For the launch of the new Fiat 500e Giorgio Armani Collector’s Edition, a special series available in Europe, Middle East, Africa and North America, we join together two Italian icons: Giorgio Armani and Fiat 500e.
The film opens with the famous song “Città vuota / Empty City”. The camera follows the night journey of the new Fiat 500e Giorgio Armani Collector’s Edition through the city of Milan. We see the Armani Hotel, the fashion streets, the Armani boutique and we notice that no one is around. The city is empty. Where is everyone? The car continues its journey till a truly unexpected moment: the iconic via Montenapoleone street has turned into… an incredible catwalk. The audience is there, waiting for the arrival of the new 500e Giorgio Armani Collector’s Edition and when the car makes its stunning showcase we experience an elegant and emotional ovation all around it. While the whole city celebrates this new brand model the claim “Don’t drive it Wear it” appears together with a graphic device that highlights the hand signature of mr Giorgio Armani. A claim that perfectly underlines the unique link between the two Italian icons.
The concept was declined at 360° degrees campaign involving also the brand’s social channels and the print campaign.
The film opens with the famous song “Città vuota / Empty City”. The camera follows the night journey of the new Fiat 500e Giorgio Armani Collector’s Edition through the city of Milan. We see the Armani Hotel, the fashion streets, the Armani boutique and we notice that no one is around. The city is empty. Where is everyone? The car continues its journey till a truly unexpected moment: the iconic via Montenapoleone street has turned into… an incredible catwalk. The audience is there, waiting for the arrival of the new 500e Giorgio Armani Collector’s Edition and when the car makes its stunning showcase we experience an elegant and emotional ovation all around it. While the whole city celebrates this new brand model the claim “Don’t drive it Wear it” appears together with a graphic device that highlights the hand signature of mr Giorgio Armani. A claim that perfectly underlines the unique link between the two Italian icons.
The concept was declined at 360° degrees campaign involving also the brand’s social channels and the print campaign.
Year
2024
