Fiat 500x

Fiat 500x 

Fiat wanted a digital campaign to tease the lauch of their new 500x – a beefed-up relative of the Fiat 500. But how close were the two cars related? This got us asking – if its mother was a 500, then who's its father?

From there we created a website concept that let users explore the 500x's paternity. Each potential genetic match was paired with humerous information and attributes that could have been inherited from a gamut of possible fathers.


Art Director: Reha Baydar
ACDs: Rob Bajohr & Eric Manchester
ECD: Bob Cianfrone 
Agency: Goodness MFG

Interactive Web Concept