Ford Design & Branding HELLO GOODBYE by J. Walter Thompson Buenos Aires

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Industry Cars
Media Design & Branding
Market Argentina
Agency J. Walter Thompson Buenos Aires
Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Art Director Agustina Anguita
Copywriter Julián Tachela
Account Supervisor Rocío Virasoro
Typographer Bruno Tortolano
Illustrator Carlos Baragli
Released May 2010

Credits & Description

Category: Advertising Typography
Product/Service: FORD KA
Date of First Appearance: May 12 2010
Entrant Company: JWT ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Pablo Alvarez Travieso/Gonzalo Vecino (JWT)
Creative Director: Pablo Alvarez Travieso/Gonzalo Vecino (JWT)
Copywriter: Julian Tachela (JWT)
Art Director: Agustina Anguita (JWT)
Illustrator: Carlos Baragli (JWT)
Typographer: Bruno Tortolano (JWT)
Art Buyer: Fabian Catanese (JWT)
Account Supervisor: Rocío Virasoro (JWT)
Advertiser's Supervisor: Ezequiel Arslanian (JWT)
Account Manager: Carolina Gay (JWT)
Digital Manager: Ezequiel Arslanian (JWT)
Digital Producer: Carolina Paparo (JWT)
Media placement: Posters - Retailers Stores - 15 March 2010 - 10 May 2010

Describe the brief from the client
Ford Ka is a key brand of Ford´s portfolio in Argentina, due to its condition of entry car, aimed at the youngest consumer segment. To communicate the continuity of the Ford Ka, we had to create a multimedia campaign that would achieve the goal of continuing to build the relationship between the brand and its target: the youth.

Describe the challenges and key objectives
We created a campaign under the concept Welcome To Your First Car, where we said Hello to all the good things that start to happen in your life when you have your first car, and GOODBYE to all the things you suffer when you don´t.
The campaign had many different motives exhibited outdoors that were conceived to generate traffic to the web platform and communicate the different experiences proposed by the brand.

Describe how you arrived at the final design
In the quest of exposing the diversity and quantity of Hellos and Goodbyes, our tool was using different typographies for the same words, which represented this diversity in each piece, and at the same time provided a different visual experience each time you looked at each one of them.

Give some indication of how successful the outcome was in the market
As a result of the proposals, in tune with the interests of the target, the campaign made tangible the communication of the brand achieving the goal of consolidating its relationship with the young audience, and triggering the sales of the Ford Ka 17,9%, with respect to the same period of the former year.