With the Fiat Mille Economy, you can go much further spending much less money on fuel. To demonstrate this, we developed a promotional event that took place at outdoor food markets. We replaced a traditional price sign with a car-shaped sign showing a distance in kilometers. The idea was to show that, for the same price as a kilo of fruit and vegetables, you can put enough fuel in the Fiat Mille Economy to drive a long way.
Concept, Art Direction, Typography, illustration and photography