CLIENT
Jaguar Land Rover
Ian Armstrong, Global Marketing Communications Director
Eric Labourier, Head of Jaguar Global Marketing Communications
Andy Parker, Global Head of Brand Strategy & Planning
AGENCY
Matt Page, Creative Director
Martin Cox, Creative Director
Christie Bishop, Strategy Director
Stacy Takaki-Goss, Strategy Director
Nikki Mackintosh, Business Director
Michael de Vries, Director of Production
Chris Cardew, Strategy Director
SUMMARY
How does an iconic yet misunderstood luxury car company reignite its mojo and win back the hearts and minds of drivers? By casting its newest sports car as a Villain. Jaguar's "Good To Be Bad" campaign leveraged the insight that the best Hollywood Villains are played by Brits, and being bad is simply more fun. A global campaign positioned Jaguar as a British Villain 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.
