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Fiat wanted to launch its eco-friendly 500C model in an impactful way - to the fashionable, young people of Milan. At the same time, it wanted to stress the new car's green credentials.
The answer came in the shape of twenty to-scale fibreglass Fiat 500 shells. Inside each, a real tree was planted, which protruded through the car's roof. All of the fibreglass models were positioned on Via Montenapoleone - the most elegant street in Milan.
Not only did the launch have great visibility and make Milan appear greener, it also received a lot of media coverage. In fact, the whole initiative was so successful that Fiat extended the launch period from two to three months.
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