For 3 years, I bled blue
I worked on the Ford Canada account from 2011 to 2014 across both brand and retail.
Here is a selection of some of my more notable work.
When in doubt: F-150
In 2012, rumour had it that the Ram 1500 was set to win MotorTrend's 2013 Truck of the Year (it's like the Oscars for trucks). This was a huge payload of BS because the 2013 F-150 had best-in-class everything that mattered — power, towing, and payload. To get ahead of Ram's big announcement, we positioned the F-150 as the answer to every question.
Agency
Y&R
Client
Ford Canada
Team
Creative Directors: Randy Govang / Blain Harper
Art Director: Ariel Pagliuso
Copywriter: Deric Moore
For those who do it all
In 2014, Ford launched its all-new 2015 Transit vans: configurable utility vehicles targeted at small business owners. As any small business owner will tell you, they do every. single. thing. We used this insight to create personalized direct mail (the pink type was replaced with the recipient's name).
Built for Small Business
In 2015, we followed up with a series of print ads that emphasized Ford Transit's ability to be personalized to a small-business owner's exacting specifications. The campaign ran in industry-specific small business publications.
Agency
Y&R
Client
Ford Canada
Team
Creative Directors: Israel Diaz / Jonathan Smith
Art Director: Natee Likitsuwankool
Copywriter: Deric Moore
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