To whip up anticipation in advance of the Fiat 500’s UK launch, we produced 21 short films featuring celebrated comedian Danny Wallace, one to be released on every day of the 21-day countdown to launch. The witty 40-second films built on the overall campaign theme of the Fiat 500 as an ‘Everyday Masterpiece.’ Each celebrated an unsung masterpiece of modern life, from chopsticks to T-shirts, with the final film honouring the ultimate everyday masterpiece, the Fiat 500 itself. This quirky, unorthodox approach to launching a new car drew enthusiastic praise from YouTube viewers and drove 170,000 visitors to the campaign website.