Ford Argentina promoted the Ford Cargo 1722E truck with 6×2 chassis in this magazine and outdoor advertising campaign designed for people with an engineering mind. Each print advertisement provides a schematic diagram outlining a solution to a problem involving an elephant, a vault and an organ, highlighting the benefits of an extra axle. “If you can load it we can move it. New Ford Cargo 1722E with three axles.” The campaign won a Silver Outdoor Lion at Cannes 2010 and has been shortlisted in the London International Awards being announced tomorrow night.
The Cargo campaign, Elefante, Caja Fuerte and Organo, was developed at JWT Argentina, Buenos Aires, by executive creative directors Pablo Álvarez Travieso and Gonzalo Vecino, creative director Esteban García, creative director/art director Diego Correa, copywriters Roberto Espino and Joaquín Campins, art buyer Fabián Catanese, illustrator Tercera, account director Eduardo Parpugna, account coordinator Romina Rodríguez, account executive Martin Zucchini, with Ford Camiones marketing director Juan Carlos Janocko and marketing analyst Leandro Otturi.