FIAT: Cheer as One
While the Olympic Games are an elite competition, they provide a historic opportunity for individuals to put aside their national differences and celebrate as one. We brought this sense of “oneness” to life by using the FIAT brand as a platform to inspire camaraderie and community.
To do this, we used a white FIAT 124 Spider as a canvas and partnered with adept artist, Pinstripe Chris, to adorned the body of the car with the flag of every nation competing.
On social, we engaged with users by asking what country they were routing for, and in response back to them we shared pieces of microcontent that showed the creation of each individual nation’s flag.
People had the chance to experience the car in the physical sphere when it made an appearance at the 22nd Woodward Dream Cruise in Detroit, MI. This annual one-day event celebrates automobiles down a 16 mile stretch of Woodward Avenue, and the event drew in an estimated 1 million visitors this year.
Throughout the games, the campaign successfully celebrated the athletes who inspire the nations of the world to Cheer As One.
Chief Creative Officer: Nick Childs
Executive Creative Director: Josh Greenspan
Creative Director: Seth Kelly
Associate Creative Director: Sarah Dennis-Browne
Art Director: Brooks Hess