Ford Uses Mexican Bead Art to Showcase Meticulous Design

Zubi Hired Artists From Wixaritari Tribe

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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.

"It¹s 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, it¹s a perfect match."

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About

Credits
Date
Feb 26, 2016
Agency:
Zubi Advertising
Client:
Ford
ECD:
Ivan Calle
ACD:
Jorge Jacome
ACD:
Francisco Losada Sr.
Copywriter:
Marcos Lawson
Copywriter:
Cristian Duran Sr.
Art Director:
Cristian Duran
Artists:
Wixaritari Tribe
Account Executive:
Lindsay Fifelski
Account Executive:
Maylinn De La Maza
Planning:
Pablo Rosas
Producer:
Michael Garcia
Producer:
Tim Hawkes
Production Company:
Milagro Films
Production Company:
Indihouse
Production Company:
2150 Editorial
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