The Problem
In a market saturated with high-performance supercars and cutting-edge designs, the classic Fiat 500 risked being overshadowed. The challenge was to rekindle the charm of this iconic vehicle, making it resonate with modern audiences and LEGO enthusiasts alike.
The Insight
The Fiat 500 was never about horsepower.
It was about a feeling — freedom, simplicity, and a joyful way of life.
To make it resonate again, we didn’t need to modernize it.
We needed to restore the soul that made it timeless.
It was about a feeling — freedom, simplicity, and a joyful way of life.
To make it resonate again, we didn’t need to modernize it.
We needed to restore the soul that made it timeless.
The Story We Told
We brought the Fiat 500 back to life, not just in bricks, but in spirit.
To launch the Creator Expert set, we recreated one of Fiat’s original 1960s TV commercials — frame by frame — and shot it on actual film stock.
Every camera move, every cut, every texture echoed the charm of mid-century Italian advertising.
Every camera move, every cut, every texture echoed the charm of mid-century Italian advertising.
We didn’t stop at film.
We also recreated the original Fiat 500 posters from the ’60s — this time with the LEGO version as the star.
Same layouts. Same typography. Same seductive optimism.
Except now, the car was built from bricks.
We also recreated the original Fiat 500 posters from the ’60s — this time with the LEGO version as the star.
Same layouts. Same typography. Same seductive optimism.
Except now, the car was built from bricks.
This wasn’t just a product launch.
It was a cultural restoration project — told in the language of design history.
It was a cultural restoration project — told in the language of design history.
The Outcome
The campaign became a tribute, not just to the Fiat 500, but to a way of seeing the world.
It resonated with adult fans of LEGO, car enthusiasts, and design lovers alike.
It resonated with adult fans of LEGO, car enthusiasts, and design lovers alike.
A campaign that didn’t just recreate a classic.
It rebuilt the story behind it — one frame, one poster, one brick at a time.
It rebuilt the story behind it — one frame, one poster, one brick at a time.
This new/old poster were part of the campaign in social media and produced to being gifted with the Fiat 500 set.
They were limited edition and gifted with the set.
Credits:
Martin Coppola - Creative Lead
Scott Neillands - ACD
Gonzalo Torres - Copywriter
Fatema Barot - Art Director
Sean Jeon - Lead Designer
Martin Coppola - Creative Lead
Scott Neillands - ACD
Gonzalo Torres - Copywriter
Fatema Barot - Art Director
Sean Jeon - Lead Designer
Anna Bækgaard - Global Communication Partner
Shoot Happens - Production house
Anders Bundgaard - Director
Anders Bundgaard - Director