Fiat

The Value of Good Design

If I only had a few extra days of vacation and a few extra dollars to spend I know what I’d be visiting in the next couple of weeks. MoMa’s “The Value of Good Design” exhibit that is currently up through June 15th. The video below is a fun two-minute look at some of the design and designers featured and some of the more iconic pieces in the show. If you’re in New York or headed there soon, this would be well worth a visit.

Featuring objects from domestic furnishings and appliances to ceramics, glass, electronics, transport design, sporting goods, toys, and graphics, The Value of Good Design explores the democratizing potential of design, beginning with MoMA’s Good Design initiatives from the late 1930s through the 1950s, which championed well-designed, affordable contemporary products. The concept of Good Design also took hold well beyond the Museum, with governments on both sides of the Cold War divide embracing it as a vital tool of social and economic reconstruction and technological advancement in the years following World War II. This global scope is reflected in many of the items on view, from a mass-market Italian Fiat Cinquecento automobile and a Soviet-era East German Werra camera to a Japanese poster for a Mitsubishi sewing machine and a Brazilian bowl chair. These works join both iconic and unexpected items made in the US, such as the Eames La Chaise, a Chemex Coffee Maker, and Irwin Gershen’s Shrimp Cleaner.

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The Fiat Parking Assistant Billboard.

After living downtown and watching people try to parallel park their cars for a year, I think this billboard from Fiat needs to be everywhere. Why? Because most people simply can’t parallel park. Beyond that this is a real nice piece of ambient marketing that uses slick in house developed technology to pull it off. Designed by Leo Burnett in Germany, the Parking Billboard uses ultrasonic sensors tied to pre-recorded videos to help guide drivers as they park. Leo Burnett has created a fun, memorable piece to promote their small city cars and extend the brand to non Fiat drivers as well. Nice stuff guys.

The Environmentally Sexy Fiat 500e.

I really love this new online campaign for the Fiat 5ooe zero emissions car. Fiat has produced a website titled “Environmentally Sexy” and is centered around the company’s “dating” site, EnvironmentallySexy.com. On the site you are asked a number of questions to help you select your perfect “Match”.  The site features information about the 500 lineup as well as testimonials and a way to sign up to receive additional information about the 500e. The part that I really like are the YouTube videos that were produced and integrated within the site. They have great production value, a good sense of humor, and hit all the right notes with the Fiat brand. Oh and from a motion graphics standpoint, the animated title is well… Sexy.

The Fiat Street EVO Application.

Leo Burnett Madrid continues to innovate and push the boundaries for Fiat on a limited budget. The latest part of a continuing campaign for the Italian auto maker is a new iPhone application targeted at a more tech savvy crowd. To promote the new Fiat Punto, Leo Burnett developed an iPhone application that uses road signs like QR codes.

Working like a game, people are encouraged to capture the signs with the application, and when they do they receive specific information about the car. A stop sign for instance gives the user info about the new breaking system in the Punto. A curvy road sign will tell them about the intelligent headlight system on the car. As an even bigger incentive to participate, hundreds of prizes were attached to a number of the signs in designated areas. The first people to scan a specific sign won a prize.

Working with a small budget Leo Burnett and Fiat managed to create their largest ever outdoor campaign with over 1,000,000 traffic signs being spotted on week one. The application also directed people to their nearest Fiat dealer via the iPhone’s GPS which gave Fiat an 82% increase in test drives.Pretty impressive numbers when you think about it.