Fiat and Gucci announce the debut of the 500 by Gucci advertising campaign, appearing in newspapers and lifestyle magazines worldwide from May. The launch follows the recent unveiling of the special edition of the iconic Fiat 500 customized by Gucci Creative Director Frida Giannini in partnership with Fiat’s Centro Stile.
Shot by Mert Alas and Marcus Piggott in Rome, the campaign, conceived by Giannini, features model Natasha Poly as the protagonist of the 500 by Gucci. Sporting a Gucci one-of-a-kind black leather ensemble, Poly embodies the essence of travelling in style and living life at full speed. The single and double-page spreads will appear in publications throughout the year that sees the celebration of both the 150th anniversary of the unification of Italy and Gucci’s 90th anniversary. The 500 by Gucci is initially available from April 1st to June 30th exclusively by pre-order online at www.500bygucci.com, with a list price that starts from 17.100 euro all inclusive. A series of exclusive locations in metropolitan cities such as Paris, London, and Tokyo are presenting a preview of the car before the European commercial launch in June.
The 500 by Gucci will then become available in the rest of the world at the end of the year. The communications activity behind the worldwide launch of the 500 by Gucci is being developed with the support of Lapo Elkann and his agency, Independent Ideas, including the fully integrated above and below-the-line campaign. Riccardo Ruini is responsible for the art direction for the campaign. For behind the scenes access, exclusive content, and a look at the 500 by Gucci Collection. 500bygucci.com