Ford: This is now

Credits & Description:

In October 2008 the Mk VI Ford Fiesta was launched with a campaign called 'This is now' designed to attract fashion-conscious, digital-native younger buyers and the older mass market who wanted to be them. Like the car, the campaign's substance was style
The campaign objectives were to reinvent Fiesta as a style icon as well as grow small car segment share, grow sales volume and increase high-series sales mix.
The creative strategy was to behave like a fashion brand – cool and enigma...