The single word UNLEARN was the creative solution to the brief; the notion that in order to make progress, we have to ‘unlearn’ some of the unhelpful ideas, conventions and preconceptions that hold us back.

Bold, striking designs focused attention on the core product, showcasing the new, un-Ford-like cars along with a simple message that encouraged people to UNLEARN the brand.

The iconic, bold posters were a welcome return to what posters do best; firmly establishing UNLEARN and a new, confident approach from Ford in the mind of the consumer.

In just 6 weeks, awareness of the term ‘Unlearn’ equalled that of other campaigns that had been running over 30 years.

The study also shows that the number of people who agreed with the statement ‘Ford Motor Company is changing for the better’ doubled over the 4 week period.

The campaign surpassed performance objectives by 300% within the 6 weeks from launch date.