Fiat 500 released a series of eye-catching prints illustrated by Bruno Nakano promoting the customization service, available at the www.fiat.es website. The concept of the five great prints, taglined ‘Add something, change everything,’ is revolving around the idea of changing one thing to completely re-imagine the basics—by adding just one new feature you can make the whole object evolve to a completely new level.

The imagery developed by Leo Burnett Iberia, Spain, provides an insight into the world of logical connections we make in our mind. You get into the ‘laboratory’ of your brain, where basic elements (word meanings in this case) are merging with each other to produce new items. The process is very clearly described on the prints: if you place one word at the center of this picture and then add new connotations to the core term, you get different things in the result. For example, if coupled with ‘poetry’ the word ‘heart’ results in ‘Shakespeare,’ the combination of ‘a heart,’ ‘a rapper’ is the iconic ‘I love NY’ message on T-shirts, and when it ‘teams up’ with ‘a burger,’ we get ‘heart attack,’ and so forth. There can be as many variations as you want, the sky is the limit.

The agency’s creative team played with five words—an apple, a heart, a bed, a chair and a horse—to create five ‘configurations,’ which are only slightly connected with the ‘starting point.’ The inspirational images are encouraging creative minds to explore their imagination and create a new reality from traditional fragments. To boost your imagination, cover the second element with your hand and try to guess what it was, looking at the result. To express your technical design talents, consumers are invited to visit the customization page www.fiat.es/gama-fiat.