Jeff Beberman
Group Creative Director at MullenLowe Los Angeles
Boston, United States
TitleStraight Lines Are For Squares 2
Agency
Campaign From A to X
Advertiser Fiat
Brand Fiat 500X
Date of First Broadcast/Publication 2014 / 11
Story In 2014, FIAT introduced the 2016 FIAT 500X, a crossover that combines classic FIAT style with a larger body, greater performance and AWD capabilities.
To launch the crossover, we developed “From A to X”, a campaign based on the insight that life is full of the unexpected, and to make the most of it, you need a vehicle that’s ready for anything. The flexible campaign provided an overarching theme that accommodated executions from FIAT’s agency partners worldwide and tied them together in one cohesive experience.
For the campaign, we developed billboards that demonstrated the 500X effortlessly navigating the twists of a surreal highway—a testament to it’s style, capability and spirit.
The billboards appeared outside the L.A. Auto Show during the 500X reveal, targeting automotive press and millions of L.A. residents.
The creative generated significant buzz around the show, and continued promoting the 500X weeks after its reveal. 
Media Type Billboard
Creative Director
Senior Manager, Program Management
Associate Creative Director
Creative Director
Client Services Director
Senior Interactive Developer
Associate Creative Director
Associate Creative Director
North America COO
Designer
Art Director
Senior Associate Producer
Manager Interactive Developer
Designer
Designer
Interactive Program Management

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