null - FIAT 500X “From A to X”

In 2014, FIAT introduced the 2016 FIAT 500X, a crossover that combines classic FIAT style with a larger body, greater performance and AWD capabilities. To launch the crossover, we developed “From A to X”, a campaign based on the insight that life is full of the unexpected, and to make the most of it, you need a vehicle that’s ready for anything. The flexible campaign provided an overarching theme that accommodated executions from FIAT’s agency partners worldwide and tied them together in one cohesive experience. For the campaign, we developed billboards that demonstrated the 500X effortlessly navigating the twists of a surreal highway—a testament to it’s style, capability and spirit. 
The billboards appeared outside the L.A. Auto Show during the 500X reveal, targeting automotive press and millions of L.A. residents. Later, the billboards were rolled out in major markets across the globe. The creative generated significant buzz throughout the L.A. Auto Show and around the world, and continued promoting the 500X weeks after its reveal.