Come Out And Play
We had to launch the new Ford Escape SUV into the most competitive auto segment during the Australian summer.
Parent-child play is priceless but increasingly becoming a rare commodity.
Rather than position the vehicle around 'being ready for family life', the category norm; let's stand for parents and kids playtime. Let's get them to ‘Come Out and Play’.
This campaign was created with John Pantzopoulos (Art Director)
The tent-pole of the launch campaign was the TV spot.
We needed to capture the spirit of out-door play on those hot summer days, so we landed on a large graphical device all Australians can relate to; the backyard sprinkler.
This is a fun to drive, energetic car, so what if it ran through giant sprinklers like a child?
15s Product TVCs
We stepped the campaign out creating four product related 15s spots that focused on a single feature of the Escape.
As the season changed, so to did the kind of outdoor play we wanted to promote. These screens went out across major shopping centres, encouraging families to stop shopping and start playing.