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: Aisha Cheeks | Art Direction: John Alvarez

THE CHALLENGE

THE CHALLENGE

A small black car driving down a city street at night, with people sitting on both sides clapping and taking photos.

Fiat’s brand perception and mixed consumer satisfaction pose a challenge to its positioning 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.

A man wearing glasses and a blue suit, standing in front of a dark red curtain, with text saying 'Meet Theo! The Elevated Environmentalist'.

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.

A split image showing a cityscape with skyscrapers on the left and a mountain landscape with a railing on a mountain trail on the right

CITY DWELLER & NATURE LOVER

Three images showing a morning routine: a cup of tea on a kitchen counter, sushi rolls on a plate with chopsticks, and a glass of whiskey being poured from a bottle.

THOUGHTFUL & INTENTIONAL INDULGER

Three images: first shows black and white clothing hanging on a rack; second shows brown loafers on a wooden surface; third shows a person receiving a facial treatment with a professional applying product to the person's face.

SUSTAINED STYLE

Clothing rack with black and white striped shirts, a pair of beige slip-on shoes on a wooden surface, and a person receiving a facial massage.

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

A man in a brown checkered blazer sitting at a table with a cup of coffee with latte art, a spoon, and a smartphone on green grass. There are logos in the top right corner and on the phone, with white text that reads 'Indulgence Without the Aftertaste' and 'Indulge Boldly. Drive with Purpose.'

ACTIVATIONS — BLENDING EXPERIENTIAL WITH THE POWER OF SOCIAL INFLUENCE

Event poster for 'The Art of Indulgence After-Taste Hours Event' showing a luxury car inside a stylish venue with a chandelier and a stage with the 'Armani' logo.
A graphic with a title "DRIVEN WITH PURPOSE" and text about chauffeur athletes, celebrities, and creators documenting their experiences, with an image of a city street filled with parked cars, crowded with people, in an urban setting.
An interior view of a museum or gallery showcasing a collection of cars, including several Fiat 500 models, displayed on a green carpet with rope barriers, ornate ceiling, and large paintings on the wall.