Armed with scientific research from NYU and Spotify on how music affects people’s emotions, we asked three artists to create tracks to demonstrate how music enhances the driving experience. 2.5 million listened to the tracks on Spotify, and 32 million watched the films online. Cannes Lions: Shortlist, Innovative Use of Technology & Data.
Centered on the core idea of truly feeling every single moment, the integrated TV campaign unveiled the new Fiesta lineup, ST‑Line, Active, and Vignale, through visually rich, emotionally charged spots.
Feel every single moment with the Ford Fiesta.
Challenge
In a saturated small car market, the Ford Fiesta needed to stand out, not just as another feature-packed hatchback, but as something drivers could feel connected to. The category had become rational and spec-driven, but emotion was missing.
Opportunity
The Fiesta had a rich legacy and remained Ford’s best-seller in Europe. With a full redesign and multiple new derivatives, from the sporty ST-Line to the luxurious Vignale, there was a unique chance to emotionally reposition the car to a diverse new audience.
Insight
Modern drivers don’t buy cars purely on logic, they buy them based on how they make them feel. In the blur of modern life, people crave moments of connection, spontaneity, freedom, and expression. The car isn’t just transport; it’s an emotional amplifier.
Solution
'Feel Every Fiesta Moment' is a pan-European campaign built around emotion. Each derivative was linked to a distinct emotional territory so every driver could find the version that matched their personality.
Executed across 19 markets with 384 assets, including films with rising music artists via Spotify and Vice, the campaign swapped specs for sensations: music, movement, and mood.
Results
Sales jumped 12%, and the Fiesta reclaimed its spot as Europe’s best-selling small car.