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J. Walter Thompson has teamed with the Integrated Marketing Group of Hachette Filipacchi to design a fashion-oriented campaign for the Ford Focus.
As part of the “Fashion in Focus” campaign, 10 young designers deemed up-and-comers were asked to create clothing designs and accessories using Ford Focus car parts.
“We challenged JWT to create integrated programs that go well beyond just placing ads in magazines,” said Bob Fesmire, Ford Focus marketing manager. “This [campaign] connects with our target customers in a much more relevant and authentic way.”
The campaign begins with a three-page print “advertorial” in the January issues of Elle and Premiere.
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