Design a nontraditional print ad that brings to life the 10,000 voice and touch commands available in the Ford Edge through the MyFord Touch in car communications system.

Our approach humanizes the advanced technology in an arresting fashion through unexpected hand-illustrated typography of actual commands the highlight the consumer product benefit in a simple, arresting fashion.

When the 2011 Ford Edge launched in fall of 2009, we wanted to create print executions that both highlighted the vehicles bold new styling, as well as showcase its revolutionary driver connect system MyFord Touch. To tie into the technology theme we included a QR tag on each ad. A consumer could then take a picture of the tag with their mobile device and link to the Edge mobile site for more information. The response to the tag was a success, from a total of 95 insertions, we received 5,278 QR scans that led to the mobile site.