Fiat has taken on the streets of Madrid to showcase its 500 series in an unusual way.
The Fiat 500 was transformed into a live theater, showing four original plays that represent the unique spirit of the model.
Just like a movie date, audiences purchased tickets via Facebook or the box office at the event with the options to select seats, except the experience takes place within the vehicle.
Audiences were given the chance to interact with the car and learn what it offers—like spaciousness, security features and sound system.
On the streets, spectators watched and shared in the experience of the live play.
The campaign was executed by Leo Burnett Madrid.