The last time Ford and JWT got together to promote a Ford Fiesta, they spiced up proceedings considerably with a few strategically placed bottles of bespoke Culleys chilli sauce. Now, to promote the arrival of one of the first all-new Fiesta Sports models in the country, it's signed on as a major sponsor of Ponsonby's popular Art in the Dark festival and partnered with artist Jon Baxter to create an original installation at the event.
Ford and Baxter previously worked together to produce a trippy animated video featuring "an artistic kaleidoscope of Fiestas" that was designed to highlight the car's kinetic design. The clip was used to help launch the vehicle, which arrives at dealers in December and features the award-winning EcoBoost engine.
Ford is also behind a public photography competition associated with the event. Festivalgoers are encouraged to take pictures at the event and share them using Twitter and Instagram. Tagging the picture with both #FordNZ and #ArtintheDark secures entry and the photograph deemed the best by judge TaikaWaititi wins a luxury weekend, a new Fiesta Trend for a weekend, accommodation at the Stamford Plaza Hotel, tickets to Silo Theatre’s Midsummer and a brand new Fuji XM 1 camera valued at $1600).
Now in its fourth year, Art in the Dark kicks off on 7 November in Western Park. Over 40,000 people attended last year's event to gaze at over thirty light installations, as well as projections, performances and large scale immersive experiences (check out the galleries of previous years here). AUT, George FM, Spyglass and the ASB Community Trust are among the other sponsors.