Ford OOH Campaign: Destroyed Posters Become Advertising Materials
In a Ford out-of-home (OOH) campaign in Zurich’s industrial district, Ogilvy is using damaged posters to showcase the brand’s professional repair service.
Ford's OOH Campaign Turns Vandalism into Advertising Space
In Zurich’s industrial district, posters have been vandalized for some time now. Unknown individuals are tearing off parts of the images, so that on posters for car manufacturers, the vehicles depicted are missing important parts or appear damaged—a crack in the hood, a scratch on the fender, a missing taillight, or even a damaged rear end. Ogilvy used precisely this observation as the starting point for the Ford OOH campaign.
Repairs Using Genuine Replacement Parts
Ogilvy used the damage to highlight Ford’s fast and professional repair service, which uses genuine replacement parts. Over the summer, the agency, together with APG and Ford, professionally repaired any damage to Ford posters in a very short time—using original replacement parts from original Ford poster designs.
Observing Everyday Life as a Creative Approach
The idea for the campaign arose from an everyday observation in public spaces. Instead of simply replacing the damaged posters, Ogilvy turned the damage itself into a communication tool, thereby linking the real-life situation in the cityscape with the brand’s message.
Responsible at Ford: Julie Garnero (Head of Marketing), Dominic Rossier (Communications & Public Affairs Manager), and Dario Ranalli (Marketing & Communications) Responsible at Ogilvy: Marika Magnusewska, Samuel Wicki, Bruce Roberts (Creative), Stephan Lanz (Consulting), Swen Morath (CCO) Responsible at APG|SGA: Peer Kleinfeldt (Head of KAM Agencies) and Urs Ramsauer (Head of KAM Direct Clients)
