Armani x fiat
The Background
Armani and Fiat, two renowned Italian brands, have partnered to introduce the Fiat 500e Armani Edition, combining luxury with sustainability. This collaboration integrates Armani’s design expertise with Fiat’s automotive innovation, offering a premium electric vehicle that reflects a commitment to style and environmental responsibility.
THE ASK: Create an experiential, nontraditional activation to tease the Fiat 500e Armani (limited) Edition. Leveraging the “big game” moment, captivate a fashion-conscious, high-net-worth audience through owned, earned, and organic media—with no official media buy.
Project Timeline: 7 Days
Role: Strategist
Strategy: Anja Korenc and Aisha Cheeks | Art Direction: John Alvarez
THE CHALLENGE
THE CHALLENGE
Fiat’s brand perception and mixed consumer satisfaction present a challenge in positioning it as a luxury vehicle. Additionally, modern-day consumers want their desire for luxury to align with their values. The opportunity lies in positioning the Fiat x Armani collaboration as a fusion of prestige, quality, and environmental responsibility—demonstrating that style and sustainability can coexist.
OUR AUDIENCE
Theo and other elevated environmentalists are driven by a blend of ambition, self-expression, and a deep desire for meaning. They’re not just consumers of products. They’re curators of identities.
CITY DWELLER & NATURE LOVER
THOUGHTFUL & INTENTIONAL INDULGER
SUSTAINED STYLE
KNOWLEDGE DRIVEN
INSIGHT
Indulgence can feel like a betrayal of the values we hold dear.
Strategy
Indulge in desires that reflect your values.
KEY VISUAL
ACTIVATIONS—BLEND EXPERIENTIAL WITH THE POWER OF SOCIAL INFLUENCE
