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Metalworks by Maxus at the Geneva International Motor Show

4 March, 2014

Maxus Metalworks

For FIAT 500L Beats Edition™

GENEVA — Fiat is offering visitors to the Geneva International Motor Show 2014 a unique brand experience to celebrate the introduction of its Fiat 500L Beats Edition™ model, born of a collaboration with premium audio brand Beats by Dr. Dre. The Fiat Interactive Music Mash Up project will be displayed on the Fiat stand (5110) next to the 500L Beats Edition™, complementing the car's cool, urban look. This innovative piece of technology gives show visitors the chance to live out their DJing dreams by using specially branded Fiat DJ tiles to flawlessly mix together amazing sounding mash-ups.

One of the key features of the Fiat 500L Beats Edition™ is its outstanding BeatsAudio™ sound system. It uses seven speakers to deliver a total output of 520W and recreates the audio spectrum that artists experience during studio recordings.

The Fiat Interactive Music Mash Up project was curated and devised by Metalworks, Maxus’ creative technology R&D division. Its starring role on the Fiat stand is due to the Metalworks European Innovation Prize 2013, a competition to crowd source ideas inspired by the Fiat 500L. The prize was established following Metalworks’ participation at the Maker Faire Rome 2013, an event dedicated to open innovation, creativity and enterprise.

Nico Abbruzzese, Global Director of Creative Technology at Maxus and Metalworks founder said: “The Fiat Interactive Music Mash Up project makes use of some seriously cool DJing technology to create a playful and exciting brand experience that amplifies the appeal of the Fiat 500L Beats Edition™'s outstanding in-car audio system. Fiat has seamlessly merged industrial scale craftsmanship with Italian creativity and exported this globally. With the Fiat Interactive Music Mash Up project, plus Fiat’s involvement with the Metalworks Innovation Prize, the company has shown that it's constantly able to surprise and delight with new ideas and cutting edge technology”

About Maxus
Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, it is the only agency born in the digital age and the fastest growing media network for the past four years (source = Recma).

Maxus Global employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit  

About Metalworks
Metalworks is the global R&D division of Maxus, the world’s fastest growing media agency for four years (Recma). Founded in 2012, Metalworks is based in Singapore and led by Nico Abbruzzese and Tom Kelshaw. Metalworks empowers Maxus and the agency’s clients to Lean Into Change through creative technology research and development by bridging the gap between digital and physical worlds.

Metalworks is a team of 10 creatives and technologists: modern all-round lateral thinkers. The division sits at the core of Maxus, delivering interactive experiences for clients including GSK, Bayer, L’Oreal, Tesco and others globally.

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