Fiat

Twenty-seven percent of cars sold worldwide are grey. Dull, uninspiring grey. But Fiat is from Italy, a land of joy, optimism and colors. A place where grey doesn’t fly. So we launched Operation No Grey, in which Fiat declared that it would no longer produce grey cars. Because as the brand’s global CEO declared, “The world doesn’t need another grey car.” And to prove it, he hopped into a Fiat 600, which we then immersed in 10,000 liters of orange paint.