Doner Designs ‘A Modern Masterpiece’ for FIAT 500 Ron Arad Edition
To mark the collaboration between renowned artist Ron Arad and FIAT 500, full service creative agency, Doner, who manage all the digital/social aspects for FIAT, has designed an immersive tablet and mobile app to captivate and educate prospective customers of the FIAT 500 Ron Arad edition.
This model is unique in every way; the vintage soul of the original 1957 FIAT 500 is bought to life as a white silhouette superimposed on each side of the car's bodywork, whilst the Poltrona Frau black leather seats with ivory trim give the interior a luxurious feel.
The campaign, entitled A Modern Masterpiece, is launching this week and will run across online, a 3D interactive app, email and promotional banners. Targeting a tech-savvy, spirited, fun, stylish and cool audience, it aims to exemplify FIAT's commitment to digital excellence through an innovative creative execution.
The app and supporting website showcases the FIAT 500 Ron Arad edition in an interactive gallery space that replicates Ron Arad’s ‘In Reverse’ exhibition. Arad, who is often cited as one of the most influential designers of our time, has a long established relationship with FIAT, and his ‘In Reverse’ exhibition featured six original FIAT 500s and was first showcased in June 2013 at the Design Museum Holon in Israel.
Providing a visually stimulating and educational experience, users who explore the app’s gallery, will find a selection of Arad’s famous ‘pressed flower’ artworks accompanied by audio narration from actress Gina McKee. The app also includes an in-app documentary interview with Arad explaining the creative process behind producing his visually stunning pieces of art. Users of the app will also experience a 3D model of the car and can view this from any angle, or in close detail, to see different perspectives of the car’s features.
Stewart Wright, Creative Director at Doner, commented on the app: “Ron Arad’s association with Fiat is long established; this partnership with the limited edition FIAT 500 is so natural. Developing an online gallery to showcase the car as well as some of Ron’s iconic work felt like a fitting way for fans and visitors to explore the car and Ron’s work.”
Lucia Pennesi, Fiat Marketing Manager, added: “Doner has created a great virtual space for Fiat to celebrate our partnership with Ron Arad. The gallery allows people to really discover what’s notable about the FIAT 500 Ron Arad edition, as well as get an understanding of the relationship between Ron Arad and Fiat and an appreciation of his very unique style of art.”
The app can be downloaded from the iOS app store or viewed online at www.fiat500RonArad.co.uk