This is your Focus.
The biggest challenge launching the new Ford Focus was that most of the C-segment vehicles lack personality. Most of the vehicles in that segment are considered commonplace hatchbacks. We tried to tackle that by building on inherent differences in human design. Some of us are late, others are early, some of us have a talent in precision while others are a bit more freestyle. Our campaign celebrated these little differences in humans and demonstrated how the Focus is designed to enhance our different personalities.
Advertising Agency: GTB
Chief Creative Officer: Julian Watt
ECD: Lazaros Nikiforidis
Group Creative Director: Bryn Attewell
Senior Art Director: Dimitra Karagianni
Creative Team: Jack Keirouss & Greg de Roeck