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Inspired by the more than 500,000 unique
ways to personalise the 500, each Chrysler
Group department had 10 business days to
individualise a 4-foot by 3-foot art canvas
with the outline of the Fiat 500. |
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Chrysler Group employees
have been encouraged to express their creativity in a
company-wide, Fiat 500-inspired design contest.
Corporate teams representing more than 80 departments
and business centers in North America looked to
creativity, personalisation and self-expression,
values that are claimed by the Fiat 500's marketing
strategy, to create their own works of art —
exemplifying what the Life is best when driven by
Celebration team challenge meant to them.
“We are so proud of the effort and enthusiasm rallied by
our employees through this contest,” said Laura Soave,
Head of Fiat Brand North America. “This shows what we
are capable of as a company when teamwork, creativity
and inspiration are blended together. Not only did the
teams enthusiastically take on the challenge, but they
really exceeded all our expectations.”
The contest was inspired by the Fiat brand's
marketing platform, Life is best when driven,
which celebrates individuals who live life to the
fullest. In addition, the team challenge allowed each
department to collaborate on their entries in a friendly
and competitive environment, while coinciding with the
introduction of the 500 to the North American market.
The Life is best when driven platform encourages
people to demonstrate how they are driven and inspired –
by passion, by enthusiasm, by wonder, and now by
celebration.
Inspired by the more than 500,000 unique ways
to personalise the 500, each Chrysler Group department
had 10 business days to individualise a 4-foot by 3-foot
art canvas with the outline of the supermini. In
addition to the canvas, each department team had to
create a 2-3 minute video documenting the motivation and
development behind their completed project.
Chrysler Group employees and contractors located in
Mexico, Canada and the United States were encouraged to
participate in the contest, and all departments –
including all offices from Auburn Hills to the
manufacturing facilities, to the parts distribution
centers and everywhere in between – were represented in
the final submissions.
Helping to narrow down the creative talents of
more than 80 departments’ entries to five finalists were
four guest judges who reviewed and voted on-site and
from virtual locations. The judges included Laura Soave,
Head of Fiat North America; Roberto Giolito, Head of
Centro Stile Fiat in Turin; Ralph Gilles, Senior Vice
President of Product Design at the Chrysler Group; and
Antonio Shades Agee, a Detroit artist.
The five leading by Celebration canvases and the
teams’ corresponding behind-the-scenes videos have been
posted on the Fiat USA Facebook page and the winning
entry will be determined by Fiat enthusiasts worldwide.
The winning department will receive access to the 500 to
experience for one week, with the keys presented by
Chrysler Group and Fiat Chief Executive Officer, Sergio
Marchionne. Additionally, the winning artwork will be
included in a spread within Ricambi, the official
publication of Club Fiat Lancia Unlimited.
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