If you've travelled across Spanish roads, you've certainly seen the Osborne Bull, also known as "El Toro". It has been around for decades, and are so part of the landscape, they're nationally protected. It dominates the hills and mountains, with over 92 of them throughout the country. This iconic symbol is famous worldwide as a representation of Spain.

To launch the new Ford Bronco, an American car arriving in Spain, we've replaced the Osborne Bull with our own iconic horse, a representation of the wild side that we all possess.

The presence of this American icon is extremely provocative. Which is the character of Bronco.

We developed a print campaign that was featured in various sector magazines, targeting driving enthusiasts and informing them about the arrival of the new road icon in all Spanish landscapes.

The ads helped the brand to reach a targeted audience of driving enthusiasts who are interested in exploring the outdoors and discovering new landscapes. It has increased engagement as readers were intrigued by the new road icon and felt inspired to take a closer look at the Ford Bronco.

The campaign has an impact on behavior as people may be more inclined to take road trips and explore new places with the help of the Ford Bronco. The brand perception was positively impacted as the use of a new iconic logo, the horse, created a fresh and innovative image for the brand.

It has helped on brand recognition and loyalty among driving enthusiasts.