Rough road

December 2006
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The projects purpose was to allow drivers to experience the Ford pickup's attribute of softness on hostile surfaces. In order to achieve this, several floor graphics were imprinted with cracks, snow and/or mud in various city streets. Next to them, a road signal that read "This is how it feels, Ford Ranger" was placed. Drivers drove through a difficult road without feeling it; situation that led them to experience the unique softness of riding in a Ford pickup. The floor graphics were placed in lateral streets and parking areas with speed limits that didn't exceed 10 kilometers per hour, with the objective of looking out for the driver's safety.

Advertising Agency: JWT Santiago, Chile
Creative Directors: Matias Lecaros
Art Director: Matias Lecaros
Copywriter: Matias Lecaros
Illustrator: Ricardo Salamanca
Photographer: José Claro / Agencia Cuatro
Additional credits: Andres Mardones

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