Ford
Campaign Concept|Art Direction|Copy
As part of the core Ford team, I've worked across the overall creative direction of the account as they transform from an 120 year old heritage brand to a forward facing EV brand that combines their old soul with new, innovative tech. As part of this overall approach, I also more specifically worked on their sustainability campaign, highlighting the huge corporate changes that Ford are committing to in a way that feels engaging, whilst also getting through their legal team with minimal fuss.
Park the Car
Park the Car is Ford localised initative that we took cross Europe, encouraging parents to park the car and walk instead. We decided to play on the term "school run", adding a sports day narrative into your walk to school, focusing on the extra quality time and exercise that you get by opting to leave the car at home. Playing on age old sports day games, we introduced the idea of lunchbox relays and lampost loops through a series of assets that went out across the UK and Spain.
Visually we wanted something dynamic and engaging - so we took cues from sports brands, focusing on close ups of the running feet, high tempo music and energetic graphic treatments.
Team: Alex Ogilvie, Will Menko, Katie Drew, Charry Ryan