Fiat had recently announced its sponsorship to Italy’s Football National Team. Our task was to find a concept not only strong enough to connect the brand and its sponsorship, but that could also be extended for a whole year of seasonal promotional spots and that could come to life in an impactful activation project.

The whole activation lasted one month, between May and June of 2016. A dedicated website was created to host and receive every single video, uploaded by football fans from Italy and abroad. To encourage participation, promotional posts - including a video from the legendary Pizzul himself – invited fans and supported the activation at Fiat’s official Fanpage. Participation was also encouraged with press releases to online news sites. All 126 videos received had to be narrowed to the 20 best and most creative plays, each of them getting a customized narration of the legendary Bruno Pizzul. The well-deserved winning videos were shared on Fiat’s official Fanpage and at the front cover of the Gazzetta dello Sport.