'Ovation', a campaign by 777 agency that brilliantly captures the collaboration between Fiat and Giorgio Armani

777, the French-Italian agency founded by Armando Testa and Herezie, won the pitch to assign the advertising campaign for the new Fiat 500e Giorgio Armani Collector’s Edition. 

Two absolute icons - Giorgio Armani and the new Fiat 500e – come together to create an instant classic. The new 500e celebrates his original lifestyle thanks to the Giorgio Armani signature, unique wheels inspired by Giorgio Armani logo, refined materials and luxury details for interiors and two limited edition colors: Dark Green and Ceramic Greige. 

777 created the campaign (TV, print, digital, Social) for the launch of this new special series, which can be ordered from today in Europe and will soon also be available in the Middle East, Africa and North America.

The campaign titled "Ovation" brilliantly captures the collaboration between Fiat and Giorgio Armani, brought to life by a visually stunning film set in the heart of Milan. 

A young man leaves the lobby of the Armani Hotel in Milan and heads towards his 500e Giorgio Armani Collector’s Edition, parked just outside the entrance.

After collecting the car keys from the reception desk, the man drives off through the city centre streets. The track “Città Vuota”, the sound track of the film, emphasises the atmosphere the man encounters: a completely empty city.

Where has everyone got to? The car continues on its way until it reaches via Montenapoleone. The scene is really totally unexpected. The street has been transformed into an incredible open air runway. The audience is there and when the car parades through the crowd, it is greeted with an elegant and emotional ovation all round. As the entire city celebrates this new branded model, the claim appears “Don’t drive it. Wear it.”

CREDITS

Agency: 777

Executive Creative Director: Andrea Stillacci 

Creative Director: Raffaele Balducci

Creative team: Federico Albanese, Marta Foli, Thomas Marino 

Client Director: Stefano Piccini

Client service: Federica Tos

Producers:

Production Company: Buddy Film 

Executive Producer: Alessio Gramazio 

Director: Federico Brugia

Director of Photography: Marcello Dapporto

Music:

Title: Città Vuota

Composers: D. Pomus / M. Shuman / G. Cassia 

Publishing: Warner Music Publishing Italy Srl 

Master: Red Rose Productions

Arrangement and cover version: Flavio Ibba- Carlo Palmas 

Voice: Lucrezia Bossos