Every line, curve, feature and function of a Ford car is by design. Design also happens to be the most commonly cited reason for car buying amongst US Hispanics. This campaign was about connecting US Hispanics with Ford’s ‘by design’ promise in a way that would impact them culturally and make them understand instantly what the brand and its cars stood for.

The Wixaritari Tribe in Mexico are famous across the world for their Huichol art; a style that involves the meticulous placing of millions of individual beads to make up a larger picture or sculpture. We commissioned them to create all the assets with which we could launch our campaign.

Using 1,891,679 beads, 7 artists spent 1,126 hours creating an of Out of Home campaign like no other; painstakingly crafted and precisely executed. Just like a Ford.

The campaign was live for eight weeks from November 7th, 2015 until January 4th, 2016, and deliberately sought out large impact placements that would best showcase this unique and diverse creative expression.

Our campaign delivered 16.8million impressions in the Los Angeles market during the eight weeks it was live. Both Ford’s Fusion and Focus cars showed increases in consumer consideration, familiarity and shopping activity.