To launch the eco-friendly new model 500C, Fiat developed a high impact campaign; “Per fare un albero” (‘To grow a tree’).Twenty to-scale fiberglass structures were produced in the shape of Fiat 500C’s. The cars housed real trees which protruded through the car roofs. The model cars were placed on the most chic and elegant street in Milan, Via Montenapoleone, targeting the young and fashionable.While helping to make Milan appear greener, the campaign accentuated the eco-friendly characteristics of the new 500C.

Fiat originally planned the campaign for two months but extended the activity for an extra month due to the success. The innovative campaign obtained great visibility and received a great deal of media exposure.