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Blessed Bad Guys
Vodafone
The Spanish F1 fans have an archenemy: Lewis Hamilton, historic rival of the Spanish driver Fernando Alonso. Vodafone sponsors the team led by
Hamilton and wants to capitalize it in Spain, by finding a communication strategy able to overcome this initial rejection that people feel.
So we accepted Hamilton's status as the villain yet turned it into something positive and empathetic.
We created the 'BLESSED BAD GUYS' and a digitally led campaign which included a website filled with bad guy applications, internet videos,
advergaming, social media applications and a banner campaign to actively engage Spanish fans with the Vodafone F1 team.
2011
El Sol
- Bronze - Campaign
- Bronze - Direct Marketing