Cannes Lions

KA CLOTHING

JWT ARGENTINA, Buenos Aires / FORD / 2008

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Overview

Entries

Credits

Overview

Execution

The campaign is centreed on 4 stories, where we see monsters in different situations eating humans they pull out from inside a New Ford Ka. The concept, 'New Ford Ka. Now with room for more humans', enhances the increased interior space of the new model of Ford Ka, compared to the previous versions. Inspired in the characters of the campaign, the agency designed a fashion collection and created the brand of clothes Ka in alliance with the brand Pony, a popular brand for target. A sales circuit was designed for commercialisation of the brand that consisted of one virtual store and five physical stores highly visited by the target. The monsters posed for Ka brand of clothes and the collection was launched with a fashion production that became part of the content of the most important specialised media. And like with every collection, there was an opening fashion show.

Outcome

The alliance with the brand Pony resulted in a U$ 0 invertiorion. Specialised media published the fashion production as part of their content, amplifying greatly the message. The most important achievement wasn’t going out of stock but creating a new media for the generation of the brand-target relationship.

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