Not a Logo in Sight, Krow Communications Launch 'Lose the Labels' Campaign with Fiat

When it’s all about labels at London Fashion Week, the Fiat 500’s latest campaign, incorporating social, digital and DOOH across the UK’s capital, features the iconic car with nothing but the word ‘THIS’ above it, and ‘You can’t put a label on style’, below.

The Fiat 500’s provocative ‘LOSE THE LABELS’ campaign has been created by krow Communications to appeal to people who tend to follow their own style rather than that seen on the catwalk.

The campaign encourages people to visit LOSETHELABELS.NET, a tongue-in-cheek mock-Fiat landing page with all labels removed.

The work breaks on 9th September to coincide with London Fashion Week, with posters running across major DOOH sites in London alongside supporting social posts.

Kate Barrett, Fiat Brand Communications Manager, said: “The Fiat 500 is an iconic car and instantly recognisable all over the world. Matching this fact with our latest campaign, we are in the privileged position of being able to lose some of our overt branding and what better time to do this than during label-obsessed London Fashion Week.”

Nick Hastings at krow Communications, added: ‘Of course it helps that the Fiat 500 is a bit of a looker, but nonetheless it’s ironic that in this case the best way to get a brand noticed is not to mention the brand name at all. ’