Brief: By 2016, Ford’s British lineup was smarter, better looking, and more efficient than ever, but public perception hadn’t caught up. Many still saw Ford as outdated. The challenge was to change minds and reposition the brand as modern, relevant, and forward-thinking.
Role: Junior Creative Art Director responsible for creating digital and social assets, contributing to TVC development, and supporting print and outdoor executions.
Idea: “Unlearn” invited people to let go of what they thought they knew about Ford. The integrated campaign, including a 60-second TVC, large-scale outdoor, special builds, print (featuring the UK’s largest-ever newspaper ad), digital, social, and influencer content, encouraged Britain to see the brand with fresh eyes.
Outcome: Over 27 million views on social and influencer content. The campaign successfully shifted brand perception, re-establishing Ford as a progressive, design-led, and future-focused brand.
