FORD EDGE PRINT CAMPAIGN by Team Detroit for Ford

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Industry Cars
Media Design & Branding
Market United States
Agency Team Detroit
Creative Director Eric Mcclellan
Art Director Beth Hambly
Copywriter Susan Mersch
Designer Christine Jones, Tim Mccaffrey
Photographer John Roe
Illustrator Graham Clifford
Released September 2010

Credits & Description

Category: Advertising Typography
Product/Service: EDGE
Date of First Appearance: Sep 1 2010
Entrant Company: TEAM DETROIT, USA
Chief Creative Officer: Toby Barlow (Team Detroit)
Creative Director: Eric McClellan (Team Detroit)
Design Director: Michele Silvestri (Team Detroit)
Art Director: Beth Hambly (Team Detroit)
Copywriter: Susan Mersch (Team Detroit)
Designer: Christine Jones (Team Detroit)
Designer: Tim McCaffrey (Team Detroit)
Retoucher: Armstrong-White
Photographer: John Roe
Illustrator: Graham Clifford
Planner: Emilie Hamer (Team Detroit)
Media placement: Print Ad - Men's Health - 1 September 2010

Describe the brief from the client
Design a nontraditional print ad that brings to life the 10,000 voice and touch commands available in the Ford Edge through the MyFord Touch in car communications system.

Describe the challenges and key objectives
How can we bring to life in print, the consumer benefit of our in-depth voice and touch technology in a simple, human, arresting, nontraditional way?

Describe how you arrived at the final design
Our approach humanizes the advanced technology in an arresting fashion through unexpected hand-illustrated typography of actual commands the highlight the consumer product benefit in a simple, arresting fashion.

Give some indication of how successful the outcome was in the market
When the 2011 Ford Edge launched in fall of 2009, we wanted to create print executions that both highlighted the vehicles bold new styling, as well as showcase its revolutionary driver connect system MyFord Touch. To tie into the technology theme we included a QR tag on each ad. A consumer could then take a picture of the tag with their mobile device and link to the Edge mobile site for more information. The response to the tag was a success, from a total of 95 insertions, we received 5,278 QR scans that led to the mobile site.