Gatherings go social with the first “Abarth Digital Day”
Two ads launched by the Fiat brand, with unique soundtracks and exceptional stars such as Leonardo DiCaprio and the duo Sting & Shaggy, have won first prize in the “Music Covers – Licensing” and “Original Music” categories
The Fiat brand has taken two gongs, in the “Music Covers – Licensing” and “Original Music” categories, at the 52nd edition of the Key Awards 2020, the renowned festival celebrating TV, cinema, web and mobile broadcast media. It is organized by the Media Key Group, which publishes the major industry magazines and acts as a benchmark for marketing managers in Italy. Every year, the contest – one of the most coveted in the country – receives applications from the biggest creative agencies there are.
“I’m very proud of these two prestigious awards, rewarding the great work of my team and setting two milestones for the Fiat brand: 120 years of history, and the beginning of a new era with the launch of the full-electric New 500,” said Olivier François, President of Fiat Brand. “It is no coincidence that talents of global importance are marking these two momentous occasions. Sting and Shaggy have added kudos to an ad intended to celebrate Fiat’s 120thanniversary, with the simultaneous launch of their new single. For the debut of the New 500 and most of all to convey Fiat’s new mission, Leonardo DiCaprio has embraced our vision and shares our values and goals.”
The Key Award 2020 for “Original Music” went to a video entitled “Reincarnation”, focused on the New 500, FCA’s first full-electric model, starring Leonardo DiCaprio – the U.S. actor and activist who for over twenty years has been engaged in combating climate change and protecting biodiversity. That was why the Oscar winner immediately took on the project and now offers his exceptional endorsement to the New 500: simple, high-tech, connected and beautiful. The “Reincarnation” video asks questions about life, its evolution and about Fiat, and finds the answers in its most iconic model. Produced by the Doner creative agency and directed by Joseph Kahn (who has previously worked with Jennifer Lopez, U2, Lady Gaga and Taylor Swift) for the Movie Magic production house, the ad tells the story of a brand that has transformed over the years, one that has been inspiring change since 1957, in the final words of the video itself. The evocative imagery and Leonardo Di Caprio’s masterful interpretation are also accompanied by an engaging musical arrangement by Flavio Ibba for Red Rose Productions. The maestro noted: “The Key Awards take their places in history, as the longest-running accolades in Italian advertising. I’m very proud of this victory, most of all of having been able to take part in such an important project for Fiat, involving a talent of global import, and of having worked with Olivier François on the launch of the iconic New 500.”
An award also went to “500 120th family, Shaggy & Sting”, in the “Music Covers – Licensing” category. The video was made last year for the launch of the 500 “120th” family, the commemorative line-up available in the 500, 500X and 500L models. The focus of an integrated, multimedia communications project, starring Sting & Shaggy and the single Just One Lifetime, the compelling ad has the iconic duo Sting & Shaggy on board the 500X “120th”, in a constant cross-reference between dreams and reality, to the beat of Just One Lifetime, a track from their Grammy Award-winning album 44/876. The ad ends with the claim “FIAT, Driven by dreams since 1899”, emphasizing how, for 120 years, the Fiat brand has remained alongside its customers to meet their requirements, transforming any journey – however short – into a dream. At the same time, the video recalls the attitude whereby the brand looks ahead to the future, drawing its inspiration from the dream of supplying democratic, accessible technology. Created by the Leo Burnett creative agency, with media planning by Starcom, the ad was shot in Barcelona by Joseph Kahn, also the director of the Just One Lifetime video, for which Fiat is the Media Sponsor.
