• Jaguar – Good To Be Bad
  • Jaguar – Good To Be Bad
  • Jaguar – Good To Be Bad

Jaguar – Good To Be Bad



Launch the most powerful Jaguar ever, the F-TYPE R Coupé. Highlight the the performance side of the brand, creating brand awareness and product consideration with a younger audience.


Well, we have noticed that all villains in Hollywood movies are played by British actors. Aggressive characters, precise, powerful and sophisticated just like the F-TYPE. So we decided to present the car as the new British villains in town.


Our provocative 360 campaign ranged from TV, OOH, Press and digital executions that were mean’t to disrupt the our audience in a variety of of channels and locations.

We ran an online competition through the multi-platform, dual screen game called The Lockmaster Challenge. The game was aimed to test our audience’s villainous skills by asking them to break in the villains house for the opportunity to win a Jaguar track day.

Big Campaign Awards – Integrated Campaign
Dadi Awards – Integrated Campaign
BIMA Awards – Dual screen & Game
Effie North America – Gold
Effie Global – Bronze

custom counter