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.’

TV

‘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.

Digital

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.

Print/OOH

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.