Challenge

FIAT wanted to showcase the power and precision of the new 124 Spider during the Summer Olympics — but there was one major hurdle: FCA wasn’t an official Olympic sponsor. Without the rights to use Olympic IP or footage, we had to find a bold, culture-driven way to tap into the moment, celebrate performance, and break through a flood of sports content — all without a single mention of the Games themselves.

Insight

During the Olympics, sports dominate every conversation — but the real fun happens in the unexpected corners of competition. People love the oddball events, the mashups, and the creative reimaginings that turn athleticism into entertainment. If we couldn’t join the official Games, we’d create our own — with a distinctly FIAT twist.

Idea

We turned the FIAT 124 Spider into an athlete of its own.
Partnering with two world-class drift drivers, we invented our own “Summer Games” — bespoke, high-adrenaline events that redefined what performance looks like:

- Synchronized Drifting — a ballet of horsepower and precision, two Spiders mirroring each other in perfect motion.

- Hole-in-One Golf — a wild, tire-smoking fusion of motorsport and golf, proving control can be as thrilling as speed.

Shot with the style and tension of Olympic broadcasts, the campaign unfolded across social and digital channels, giving FIAT a front-row seat in the cultural moment without ever breaking the rules.

Impact

The campaign drove a surge in social engagement and video views during the Olympic window — without official sponsorship, elevating FIAT’s image from playful to performance-driven. We were able to highlight both precision engineering and creative courage, proving that with the right idea, a challenger brand can outplay the big players — even off the field.