Blue Hive (GTB), London
Ford GT & Ford Mustang
BACKGROUND
The Ford GT40 was as much a purpose-built racecar as it was an act of revenge directed at Enzo Ferrari. In 1963, a deal between Henry Ford II and Enzo Ferrari to join forces ended abruptly. Furious after being snubbed by the Italian sports car manufacturer, Ford decided the best way to get revenge would be to hit Ferrari where it hurt the most- on the race track. More specifically, Le Mans. The all new Ford GT redefines innovation- a lightweight carbon fibre supercar with more than 600 horsepower.
CHALLENGE
To create excitement and stir a buzz around the release of the 2015 GT Supercar activation in London and Berlin.
To use the Ford GT supercar to raise the overall brand image of Ford.
SOLUTION
When the Ford GT arrives at London, it will be transported in a glass box by 'The Clear Idea' company, which seems very restricting and limiting considering it is a supercar with speed...
The aim of the campaign is to turn heads and to create a spark of media attention as the GT is showcased around London. I wanted to challenge this idea more and create a larger emphasis on the "big reveal".
My concept is that the lorry should look like a standard delivery vehicle; a green grocers truck, a supermarket transporter, so that it blends in on the road. Equipped with an inbuilt camera system, we send the standard-looking lorry to its showcase destination, but on the way in moments of traffic through the busy city, we reveal what lies beneath the exterior... the GT supercar! With the inbuilt cameras capturing the jaw-dropping reactions of passers by and busy commuters, we will then share these photos on Ford's Instagram channel to raise the reach on the campaign and attract more media attention.
The next time city-goers are stuck behind a lorry, they may just be in for a pleasant surprise. It's time to start dreaming.
Second Concept
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The Ford GT was set to roam the streets of London inside the clear; see-through lorry. Further to my concept above, I wanted to expand the idea of making the lorry look plain and ordinary, to create more of a shocking reveal that would raise media attention... but at the same time, I wanted to make sure that the Ford GT was constantly being advertised while hidden on the lorry.
The solution I found to this problem was to make sure that the lorry was wrapped in copy that would highlight the Ford GT's incredible supercar features, but in a creative way. The copy would boast all of the features of the GT but as if they were describing the lorry, but only when the back shutter of the lorry slides up to reveal the brand new GT supercar that people will get the bigger picture!
COPY READS
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THIS IS ONE SPECIAL LORRY
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600 BHP
A CRAZY 0-62MPH IN NEARLY 3 SECONDS
2000LBS OF THE LIGHTEST CARBON FIBRE
A MAJOR OBSESSION WITH THE FAST LANE
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AND BEST OF ALL..
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THE NEW FORD GT40 THAT BOASTS ALL THE ABOVE