With the new model launching, we needed to find a different way to create some noise. Our research showed us that real people and real stories would create cut through, so our campaign was conceived to feel truly personal. We chose illustration so our campaign felt individual, blending the contrasting styles of illustrators, Mr Bingo and Tim Goodman, to bring character and charm.

We launched the campaign with a film on Ford’s owned channels, using Mr Bingo’s animated illustrations, inviting people to share their stories and experiences with the Focus, using #CelebrateFocus.

From the thousands of responses that were received, Mr Bingo brought them to life through illustrated social posts, his quirky style depicted drivers dream cars, pet names and film fantasies. Responding to real stories brought authenticity, humour and warmth to the campaign.

We celebrated the end of the campaign by turning the best stories into art by applying Tim Goodman’s bold, graphic style and directly drawing onto the New Ford Focus. This created an emotional connection between the drivers and the car, documenting special memories shared over the years. The illustrations were brought to life on film, animating across the car and highlighting the bold new design features.

We transformed the car into a unique physical, moving piece of content, touring across Europe and starring at the 2014 Paris Motor Show.

By pushing Ford to think outside the blue oval and adopt an illustrated approach we connected with a new audience, making them reappraise both the car and the brand.

This illustrated approach resulted in 109,000 new fans across EU Facebook channels – an increase of 289% with 79,000 people liking the illustrated content.

The #CelebrateFocus campaign made 2.7M impressions on Twitter and our films totaled 1,317,779 (and counting) views on YouTube.