U.S. Hispanics cite design as a key reason to buy a car, so Zubi Advertising found a cultural connection using exquisite Huichol bead art from Mexico to emphasize Ford Motor Co.'s focus on design, hard work and attention to detail.
Zubi hired seven artists from the Wixaritari tribe who used more than one million individually-applied beads to create colorful out-of-home pieces. The main artwork, measuring 7.5 square feet, was showcased in Los Angeles for two months and will be used as part of a national Ford Hispanic Tour. A series of smaller pieces in the "One Bead At a Time" campaign are running in other markets.
"ItÂ¹s a detailed process, each bead is placed by hand, and it reflects a high level of design, and creativity, that has a lot of beauty and passion [as do] Ford cars," said Ivan Calle, Zubi's executive creative director. "In our opinion, itÂ¹s a perfect match."