This work was designed to build awareness of the new C-MAX and C-MAX Grand and convince people that these were desirable cars (as well as practical vehicles). So using elegant art direction and eloquent copy, we highlighted the cars’ features under a powerful, single-minded thought: ‘innovation in your hands.’

The microsite provided all the product information our target audience would seek, helping them identify the benefits of both C-MAX and C-MAX Grand.

People have practical reasons for buying a C-MAX. So highlighting one key feature per ad ensured we ticked all the right boxes. Through sophisticated art direction, we showed that practicality can also be quite, well… sexy.

‘Designed and built around you’. That was the product truth that inspired our TVC. And an innovative filmic technique enabled us to show a family literally building a C-MAX – in an almost balletic way.