CLIENT
Jaguar North America
Kim McCullough, VP, Marketing
Joseph Torpey, Communications Manager
Raymond Warren, Digital Marketing Manager
Laura DeStefanis, Marketing Analyst
AGENCY
Milind Raval, Managing Director
Christie Bishop, Strategic Planning Director
Matt Page, Creative Director
Elliot Darvick, Social Media Strategist
Sandra Orientale-Muraca, Managing Director
Danielle Patterson, Associate Media Director
SUMMARY
How does an iconic yet misunderstood luxury car company reignite its mojo and win back the hearts and minds of US drivers? By casting its newest sports car as a Villain, of course. Jaguar's "British Villains" campaign played off the insight that the best Hollywood Villains are played by Brits, and introduced Jaguar as the newest British Villain. An integrated campaign touted the idea that it's #GoodToBeBad and encouraged audiences to embrace their dark sides. Post campaign, Jaguar has a re-energized brand funnel, a renewed contemporary fan-base, and audiences asking for more villainy.
