BLESSED BAD GUYS by Shackleton Spain for Vodafone

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BLESSED BAD GUYS

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Industry Telecommunications Services, Mobile Communications
Media Design & Branding
Market Spain
Agency Shackleton Spain
Executive Creative Director Nacho Guillo
Art Director David Del Valle
Copywriter David Ballester
Account Supervisor Joseba Irurzun
Released May 2013

Credits & Description

Advertiser: VODAFONE
Agency: SHACKLETON
Category: Publications
Advertising campaign: BLESSED BAD GUYS
Copywriter: David Ballester (Shackleton)
Graphic Producer: José Vicente Garcia (Shackleton)
General Manager: Marta Gutiérrez (Shackleton)
Art Director: David Del Valle (Shackleton)
Executive Creative Director: Nacho Guilló (Shackleton)
Account Executive: Abel Martin (Shackleton)
Account Supervisor: Joseba Irurzun (Shackleton)

Implementation
This approach gave rise to the first comic book dedicated to Formula One featuring H-TON and B-TON, two racing drivers half man, half machine. The challenge was to illustrate exactly what had happened in each GP in true fantasy fashion for each chapter of the comic. We specifically chose a drawer that works for Marvel and DC Comics in order to make the comic’s style 100% superheroic. The cities hosting each race were substituted by futuristic backdrops. Overtaking and accidents were represented in action-packed vignettes featuring villains, airships and laser beams. The designing phases included sketching, pencilling, inking and colouring.

Outcome
In 72 hours, we ran out of comic books. Fans rapidly requested their free promotional copy online. Each episode debuted online and blessedbadguys.com received more than 150.000 visits, a 52% increase compared to 2011. The Spanish GP generated 167% more visits than in 2011.Fans proposed more than 1.720 titles for the comic's chapters.More than 2.790 users sent photos to take part in the comic. According to Vodafone, the campaign increased brand awareness and consumer engagement during the F1 season.

Client Brief Or Objective
The Spanish F1 fans have an archenemy: Lewis Hamilton, historic rival of the Spanish driver Fernando Alonso.Vodafone sponsors the Vodafone McLaren Mercedes Formula 1 Team made up of Hamilton and Button, and wants to capitalize it in Spain, by finding a communication strategy able to overcome this initial rejection that people feel for them.

Brief Explanation
Objectives:- Capitalize the Vodafone McLaren Mercedes Formula 1 Team sponsorship in Spain.- Increase reputation and brand positioning.- Increase engagement among F1 fans.Instead of trying to turn Hamilton and Button into heroes, we decided to asume their role as bad guys, because without them the championship wouldn’t be nearly as exciting.