Whilst people in big cities are ditching cars for public transport, cars in the countryside are still necessary to get around. But how can we get people in small towns to buy a city car?

Many young people with big city dreams are stuck in the small town they just want to leave.

If they can’t go to the city, Fiat brings the city to them.

Fiat 500: The Urbaniser


The Cathedral 500
Historically in the UK, the difference between a town and a city used to be the presence of a cathedral.

Current Fiat retailers in small towns’ industrial estates transformed into “Cathedrals.”

The Cathedral 500 is a modern open space that feels like a trendy London coffee shop

Giving people the opportunity to see, learn about and test-drive the Fiat 500.

Role: Concept, Copy and Art Direction
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