The spectacular event on the River Po to introduce the Fiat 500 to the world which attracted around 100,000 people was devised by K-events, Film Master Group and Creative Group.

Taking place in the Murazzi area of Turin, and with the majestic historic and backlit Gran Madre Church towering impressively on the steep hill above the stage, the crowds were swelled up by more than 7,000 guests of Fiat which included 3,750 dealers, importers and representatives, 1,000 journalists, 100 financial analysts, 200 suppliers and 500 Mirafiori employees.

Marco Balich was the show's Producer and Director. Balich was the brains behind the Opening and Closing Ceremonies of the XX Winter Olympics held in Turin last year, which are considered by many to be the most successful Olympic Ceremonies of all time. In 2002 he directed a six-minute segment Dedicated to Torino 2006 during the Closing Ceremony of the Winter Olympics in Salt Lake City. He has also organised concerts for the best known artists, including Pink Floyd, U2, Peter Gabriel and the Eurythmics, as well as conceiving the Heineken Jammin' Festival.

Balich was joined in organising the event on Wednesday night by Artist Director Lida Castelli (Art Director Supervisor of Torino 2006), Director Gabriele Vacis (a co-founder of Cooperativa Laboratorio Teatro) and Aerial Choreographer Ivan Mazoni (who choreographed the 'symbol of peace' at Torino 2006). Other members of the team included Ric Birch (Associate Producer), Alfredo Accatino (Contents) and Giacomo Carissimi (Contents), Giovanni Buzzi (Costumes), Florian Boje (Set Designer), Durham Marenghi (Light Designer), Marco Astartia (General Organiser) and Christophe Berthonneay (Pyrotechnic Effects).
 

The creative concept behind the show was the idea that the 500 is a genuine "concept on four wheels", it is an approach to life, an attitude, an expression, an idea and a word. The new 500 is simply "the people's car" and as such has no specific target as it is everybody's target. The extravagant show aimed to create an array of experiences that the 500 seeks to evoke: emotion, nostalgia, dreams, love, pleasure, play, passion, excitement, comfort, desire and enthusiasm.

The show kicked off with a visual tribute to the 500's iconic forbearer, celebrating its 50th birthday. It continued with a grandiose feast of visual fantasises and emotions surrounding the new 500, building to is unveiling as ten cars drove onto the stage, a moment that kicked off the spectacular pyrotechnic grand finale. Highlights included a 'flying' life-size 500, former Fugees singer Lauryn Hill and her band of 15 performers floating upstream on a section of the stage which slotted in between the two sections already in place, famous violinist Julie Marghilano, a 'framework' that filled out with performers to mimic a 500 ('the people's car' - literally), and a series of floating nostalgic structures such as cars and caravans which evoked the sentimental postcards from the late 50s and early 60s.

Amongst the thousands lining the banks of the River Po were 4,500 people who had participated in the "Gratta & Vinci" scratch card contest in La Stampa newspaper who were also accommodated in the temporary grandstand structures.