In pictures: Fiat teams up with One For The Boys for Masquerave Ball

Fiat activated at the One For The Boys 'Masquerave Ball' at the Troxy, in London, on Saturday (30 April), as part of its sponsorship of the charity event.


The evening of music and entertainment, hosted by Hollywood actor and chairman of the charity Samuel L Jackson, was held in order to help drive awareness of cancer among men, with guests asked to dress in masks and their interpretation of black tie.

Fiat’s activity on the night included a bespoke ‘step and repeat’ wall, which displayed large speech bubbles containing tongue-in-cheek messages, such as ‘How’s it hanging?’.

Guests were also encouraged to take a seat in a bespoke photo booth, made up of four Fiat 500 seats. It contained the latest Instagram printer from Social Playground, which printed physical copies of all the Instagram posts containing the hashtag #drivingconversations which is being used by Fiat and One For The Boys as part of a multi-platform campaign.

The car brand also dropped 1,000 balloons from the ceiling at the end of the night, with one containing a special prize - a weekend away with the use of a Fiat 500X and a one night stay at a boutique hotel.

Lucia Pennesi, marketing manager at Fiat, said: "The Masquerave Ball celebrated the brand new partnership between Fiat and One for the Boys. We're proud and excited to be involved in driving awareness for such a powerful cause."

Rachel Bateman, head of live engagement at Initials, which delivered the event, added: "‘It was important for us to find the right balance of brand presence at this event; people were ultimately coming to party for a good cause. The activations we devised provided not only entertainment but most importantly encouraged awareness of the combined charity and brand message to drive conversations."

Music on the night came from big name DJs such as Faithless and Tom Findalay from Groove Armada, as well as surprise acts Craig David and Sigma.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @Georgi_Gyton

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs