Ford "Blank Canvas" Kuga from Ford. Feel the difference

Ford "Blank Canvas" Kuga from Ford. Feel the difference

Context
To deliver a pan-European multi-media campaign for the Ford Kuga – their first entry into the highly competitive crossover market alongside models such as Toyata's RAV4.
Kuga is positioned as a “Kinetic All Wheel Drive Crossover” and takes its cues from the key principles of “Kinetic Design” – Ford’s new approach to vehicle design, a la the new Mondeo and Focus.
Philosophy/Solution
The creative idea is “born from a blank canvas”, and questions and why do objects from our everyday lives have to follow the same old design rules? And in turn, why should a 4x4 have to look like a tank. Not so in the case of Kuga

Title "Blank Canvas"
Agency Ogilvy Advertising
City London
Agency Ogilvy Group Sweden, Stockholm
Production Company: Morton Jankel Zander (MJZ)
Advertiser Ford Motor Company
Date of First Publication 5/21/2008
Market Europe, France, Germany, United Kingdom, Italy, Spain
Country of Production United Kingdom
Language English
Tagline Kuga from Ford. Feel the difference

Creative Director Greg Burke
Creative Team Björn Persson, Richard Baynham, Paul Miles, Adam Staples
Director Nicolai Fuglsig
Account Planner Stephen Wallace
Editing Company Final Cut
Post Production MPC