September 22, 2008
Ford has a very interesting campaign in place to promote their new Fiesta model. Based on the central theme of ‘This is Now’, they have set up a collaborative art project which has four stages. The first involves a series of work commissioned by animation artist Noah Harris. Some of the art work from this stage broke in an ad released last week, which was directed by Harris himself.
The second included work submitted by art students across Europe
- select ones will feature in the press and outdoor campaign. The third brings in the public, who can submit pictures capturing their own sense of ‘Now’ on the This is Now Flickr group
. And finally, launching in October will be a Fiesta site that will display all the work from the previous stages, and let visitors create their own mash-ups. The This is Now blog
ties together the entire campaign and will cover it as it progresses. Art, design, photography and fashion enthusiasts from around Europe will be encouraged to submit their work to the site, and some will also be given the opportunity to guest-curate the blog. Of course, there is a Facebook page
as well. The campaign has a variety of elements that seem to tie in very well to the actual product - the Ford Fiesta, in this case. It has used the theme of contemporary art to reach out to art fans and build an image of the Fiesta as a piece of art, and not just a car. It is getting extremely difficult to attract the attention of consumers in this day and age of technology overdose, and the Fiesta campaign seems like an unusual and unique attempt to stay ahead of the pack.