Fiat and Bulgari have agreed on a prestigious partnership as an integral part of Bulgaria’s creative campaign called “Roman holiday“, through which they express the spirit and “joy of life” of two absolute Italian brands worldwide.
For the needs of this campaign, 1,600 of the finest ceramic miniatures of the legendary Fiat 500F, in the scale of 1: 6 and 1:12, were made, which will decorate the showcases of around 300 Bulgarian stores around the world. These cars will transport a special kind of the most eminent “passengers”: the magnificent Bulgarian jewels, which symbolize the finest Italian taste and style.
Roman Holiday
Small white and gold models are reproductions of the most popular 500 Series of all time – the F series, which was produced from 1965 to 1972. And on July 4 this year, it is officially recognized that this model has the status of an artwork, and joined the permanent setting of MoMA (Museum of Modern Art), in New York. This was a deserved recognition to the legendary little Fiat 500, which celebrates its 60th birthday this year and symbolizes Italian creativity, capable of inspiring artists and designers around the world, with a unique expression of beauty and art.
The 500 project perfectly matched the summer campaign “Roman holiday”, Bulgaria’s new creative program based on a famous film featuring Odri Hepbern and Gregory Peck, with advertisements that basically have very picturesque maps of Rome – home to the most outstanding cultural monuments and famous Fun sites – that evoke the hedonistic spirit of the Eternal City. The irresistible joie de vivre of these drawings, by the young but already successful artist Lotta Nieminen, is well matched by the fun-loving, cheerful character of the Fiat 500, a global ambassador for Italy and emblem of mass car ownership.
Fiat 500s model is a miniature of the second Italian symbol, Vespa Scooter. Some of the items that have emerged as a product of the creativity of the post-war Italian industry, of which 500 and Vespa are beautiful examples, can not be judged solely on the basis of their appearance. Revolutionary in their design and concept, they stand out for their special, magical attraction, redefining common assumptions, and represent the greatest masterpieces in the history of industry. Fiat 500 may have shaped the history of the automotive industry, but it was never just a car – in its 60-year-long history, it entered the collective imagination and became an industrial legend of enormous artistic and cultural value.
Roman Holiday
