I have been meaning to blog about this very good campaign since it’s been out and after we discussed about
it at Profero in one of our recent Sunny Side Up sessions
For the promotion of the new Fiesta, Ford launched this unique European collaborative art project, in which the public are invited to co-create an interesting collection of images that capture the essence of ‘now’. The project’s four stages are:
1. Noah Harris, acclaimed stop motion animation artist (and director of the Fiesta TV ad), has commissioned a series of pieces from some of Europe’s most promising young artists.
2. Art students across Europe were asked to submit works that depicted their own interpretation of ‘now’.
3. The public are now invited to submit their own interpretations of ‘now’ to the This is Now Flickr group.
4. Launched in October, the Fiesta content portal enable visitors to browse the project’s entire collection of images, create a unique mash up that defines ‘now’ for them and share it with the world.
Some of the best art is being used in the pan-European launch campaign for the Ford Fiesta, with images and films from the first stage being used in the TV ad – available below:
The press and outdoor advertising features work from stage two – here’s a couple of examples:
The whole project is tied together with a blog – http://www.thisisnow.eu/ – where They highlight contributions from the public and provide further context on the project as it evolves. There’s also a Facebook page for the project and a Twitter account here http://www.twitter.com/thisisnow
They are also reaching out to art, design, fashion and photography bloggers from around Europe, asking them to get involved and contribute images. They are offering them the chance to be guest-curator of the This is Now blog so they have a chance to share their own unique interpretation of now with a wider audience…. SCHWEEEEEEETT!
The agencies involved in the project are:
Ogilvy: TV & Print work
Wunderman: Digital & DM
MindShare: Media planning & buying
Burrows: Brochure & POS
We Are Social: Social media strategy and execution, including the project blog
I cannot go without saying that the campaign is definitely creatively challenging and it’s got that ‘something’ charming about it – the execution is simply fantastic with the right amount of thinking behind it!
The fit with their target audience is just perfect – young, funky, arty, free spirited individuals who would simply enjoy driving a young car like Ford Fiesta
Overall they get big thumbs-up from me on such a beautifully produced campaign on every aspect. Special big compliments to the people at We Are Social for the great work produced behind the Social Media aspect of the campaign … very well produced indeed guys!
Will be in touch