GTB Relaunches New Fiesta in £40 Million Pan-European Campaign

Fiesta is an icon across Europe and one of Ford’s biggest sellers. Sold in over 35 countries, the car represents a major part of Ford’s business globally. To match the significance of this iconic car, GTB, WPP’s global agency for Ford, have created a bold, integrated campaign, coordinated across Europe. A huge creative undertaking – 384 campaign assets - from social posts to 60 second TVCs localised across 19 European countries. The campaign was developed the around the central idea platform FEEL. EVERY. FIESTA. MOMENT. tapping into the rich emotional experience the upgraded Fiesta evokes. 

 

Starting with a dedicated collaboration between GTB and WPP’s Blended PR Team in partnership with VICE and Spotify – The Science of Sound, directed by Nick Walters explores the emotions that go into music. The films feature the musical talents of Hot Chip’s Joe Goddard, East London singer-songwriter NAO and Berlin house duo Mat.Joe, with each artist producing a track and playlist inspired by the project, amplified by Spotify and VICE.

 

The core broadcast component includes 3 distinctive films directed by Christopher Hewitt out of Smuggler Films. ‘Spotlight’, ‘Message’ and ‘Sing’ each explore how an everyday moment is amplified by Fiesta.

 

Says Julian Watt, Chief Creative Officer GTB Europe, “The Idea and execution elevates and repositions Fiesta outside of the typical small car category which tends to think you need to shout to be heard. It’s less about what the car has, but rather how the car makes you feel.”

 

The launch is to be backed by a media investment of £40m across Europe.