Ford (Humber)

While Ford has made it clear their focus is on promoting their line of pickup trucks, our research found that women (28-44) are not being targeted to purchase a truck. This is happening despite women being the main decision makers for purchasing vehicles within households. The team for this project included Caeleb Quinn, account manager, Seumas Slingerland, copywriter, Molly Beveridge, designer, and myself, Fionnah McKechnie, art director, decided to use this opportunity to empower women, and show them the feeling of excitement, freedom, and power that comes with a truck; That truck feeling.