I wanted to use this post to highlight an innovative use of cinema that ran in Spanish cinemas which gave the audience the feeling of what it is like to be in the Fiat 500c with the roof down. During the ad the dashboard of the car appears on the cinema screen as if the audience were inside the car, then a projection screened onto the ceiling which simulated the opening of the car roof, revealing sky above the audiences heads. Cinema is not the cheapest of media channels but this shows how creative it is possible to be with the space. The campaign was awarded the Sol de Oro Jury Prize for Best Idea in Audiovisual Media at the recent 201 El Sol Latin American Advertising Festival. To watch a video about the making of the ad, click here.