Transforming a Brand

2013 began a journey of remarkable change. A transformation. Today, Ford is achieving year-on-year growth with sales and brand health steadily rising.

Challenge: With Ford’s Australian manufacturing closing its doors in 2013, approval for Ford was at an all-time low. They were designing world-class cars, but Australians assumed Ford was on the decline.

Idea: We enlisted Australians who, like Ford, had been hurt by assumptions. But they never let those assumptions define them. They defied them. This launched a new chapter for Ford with a whole new look and energy.

Wins: Ford witnessed growth year on year in all brand metrics, with the biggest volume gain of all brands in Australia in 2016 – an additional 6720 units.

Awards:
Effies: Silver, Return on Investment, 2015
Effies: Bronze, Other Consumer Goods, 2016
APAC Effies: Bronze, Automotive, 2016
APAC Effies: Bronze, Automotive, 2017
Effies: Silver Long Term Effects, 2017
Effies: Bronze, Return on Investment, 2017
MFA Awards: Grand Prix, Long Term Effects, 2017
Spikes: Bronze, Long Term Effectiveness, 2018
Effies: Silver, Long Term Effects, 2018

OTHER FORD WORK

The Sportiest Car Review Ever

The Escape ST-Line is a seriously sporty SUV, so when we were tasked with creating a feature-led campaign, we created the sportiest car review ever. It’s so sporty, you can even switch between sports while you watch. See it in action HERE.

Art Director: Chris Hince Copywriter: Andy Segal ECD: Jon-Paul Jacques 2018

Free Your SUV

The SUV has become domesticated. We all have. In 2018, ‘Free the SUV’ became the call to all Aussies to stop being so precious – to free our primped up pooches, our kids and ourselves.

Art Director: Chris Hince Copywriter: Andy Segal ECD: Jon-Paul Jacques 2018

Car Yoga

When someone cuts you off on the road, how do you stop the radiator of your soul boiling over? Practice Car Yoga to help you achieve a relaxed state of mindfulness and drivefulness.

Challenge: Across Australia, road rage is an epidemic. In a recent Monash University study, 86% of people admitted to road aggression and it continues to grow.

Idea: Introducing Car Yoga by Ford. A unique series of Yoga techniques created in conjunction with experienced Yoga instructors and presented by comedian Dave Warneke. By practicing these techniques in the car, we can all enjoy a little more namaste and love on the road.

Art Director: Chris Hince Copywriter: Andy Segal ECD: Jon-Paul Jacques 2017

Ford Focus Drummers

In the technologically advanced Ford Focus, your wish is its command.

Art Director: Chris Hince Copywriter: Andy Segal ECD: Richard Muntz 2016

The Design Driven Ford Mondeo

The Ford Mondeo is designed for the city. We didn’t just say it. In Melbourne’s city centre, we showcased the Mondeo reacting to its surroundings in real time.

Art Director: Chris Hince Copywriter: Andy Segal ECD: Jon-Paul Jacques 2017

Ford EcoSport – Urban Discoveries

What secrets are hiding in the little laneways of your city?

Challenge: In 2014, the new Ford EcoSport arrived. In a crowded SUV marketplace how could this tiny little SUV make its mark?

Idea: We launched an Australia-wide competition – Urban Discoveries, inspiring cool hunters to uncover the bars and cafes hidden in their city laneways and back streets.