The campaign, We Love Pink, was created for Fiat to advertise the limited edition Fiat 500 in Pink whilst Gay Pride was held in the canals of Amsterdam.
The Fiat 500 is a popular car in the Netherlands and even more so within the gay community. In 2008 and 2010, the Fiat 500 was named the ‘Gay Car of the Year’. In order to try and revive the mutual love, the brand decided to pull a stunt at this year’s annual Gay Pride Canal Parade in front of 300,000 spectators.
The idea created by Saatchi & Saatchi Leo Burnett was that the car would float with the rest of the parade, which it did, adding a cool shock factor and prompting people to share the amazing pink floating car on their Twitter accounts with #WeLovePink hashtag.