Director
Spike Lee
Client
Fiat
Overview
This integrated campaign centers around a 60-second Hero spot (directed by and starring Spike Lee) with 10+ unique vignettes spanning across FIAT’s social media channels. Each piece of creative was designed to perform on specific platforms, reaching our audience from every angle while extending the campaign through spring, summer, and into fall.
They key objective – How to honor the Italian roots of a 125 year-old brand, in a way that feels culturally relevant to an American audience?
Results
✲ Generated 700M impressions and 270M views
✲ 2.5M conversions to website
✲ +1,791% above social benchmarks
✲ Developed over 100 unique assets for the duration of the campaign
✲ Earned 96% positive sentiment
Press