Fiat

Welcome 500

Client

FIAT

Where

Turin 2007

Awards

BEA
Best European Event
Best Italian Event

FIAT

New Fiat 500
Birthday of the old "Cinquino"

100,000 people, spread throughout town, attended the show. Broadcast live on Italian television. A show conceived and realized on the water, to unveil the new Fiat 500 and to celebrate the birthday of the old "cinquino".

The New Fiat 500

makes a spectacular debut on the River Po

After 50 years of its original debut, the legendary Fiat 500 returns with a breathtaking celebration. A 90-minute show through Italy's culture, from the melodies of Modugno and Mina to the fantastic voice of Lauryn Hill. An event tributing not just the car, but the lifestyle that shaped its generations. The entrance of the new Fiat 500 was on a floating stage and one even appearing from the sky. Fireworks, music and light characterized the grand finale. "Welcome 500" not only was a product launch, but a love letter to Italian culture.