To launch the new Ford Focus in Brazil we created a campaign based emphasizing the desire to drive that's so strong in this audience. This dark integrated campaign shows drivers possessed by an uncontrollable desire to drive the Ford Focus Sport. A series of Internet films show the anguish of these drivers' friends and families every time they go missing. To round off the campaign, we developed a website that transformed according to the time of day, becoming more aggressive at night.
The TV film was all produced during the night to give more credibility to the story, and also reinforce the beautiful design of the car. Playing with the lights of the city, reflections and dynamic camera movements, we develop the perfect scenario for this intriguing campaign.
To make a believable story we created four web films showing the different versions of people who witnessed The Calling. n one integrated production we created four different films with different characters. From the security guard to the spouse, these characters created extra story layers to make the audience even more engaged.
On the website, we developed an experience that varies according to the time of the day. In the morning, the website was crafted with more safety-oriented features, and during the night all the features related to drivability and performance.