The Ford Smoothie

Project background

Create a banner ad that informs people of Ford's sustainable building practices and motivates them to learn more online. Each frame should have the potential to be a billboard or other future ad.

GOALS

• Convey the benefits of supporting a company that chooses to use a recycled plant-based program to build their cars

• Show a Ford smoothie bottle on each page with the last frame including Ford vehicles

• The button/link will take them to the Ford Smoothie page on the Ford.ca website for more info

• An additional ad can be provided as a stand-alone billboard/have each frame from the banner ad able to also transition to a billboard

• Repeat clientele is the ultimate goal here by educating old customers and potential new ones.

Audience & Tone

I am really speaking to all ages who want to buy a car from a company that supports a small-footprint lifestyle. They have busy schedules with proactive attitudes and want to roam the streets as environmentally friendly as possible. Guilt-free road trips are the priority and a recycled world makes perfect sense to this customer.

Most are familiar with Ford vehicles but may not know about the Ford Smoothie initiative or what it represents. Even if they have owned a Ford in the past they still may not know about their eco-building choices.

The tone should be friendly, exciting, and strong, with a strong call to action to get more info about Ford's sustainable operations on the website.

Creative process

What better way to entice people to click? Food! I wanted to try and reinvent the Ford Smoothie and have it represent what it truly means to drive a Ford - "Helping you to ride responsibly". Using clever plays on words creates curiosity, implies real-time activity, and a desire to be in the loop.

Dimensions - One dynamic banner ad: 3 frames looping 3x times before stopping on the last frame

- 300 x 250

Final results

A build-up of Smoothie wordplay is the name of the game here to pique curiosity and impress with intent. This substantial purchase would reflect a consciously led lifestyle while 'walking the walk' with a Ford. Even on the last frame, 'Drinking it all in' sets up a reader for more juicy news to come. "The proof is in our purpose" strongly states that this tactile smoothie is really a thing. Something that supports Ford's commitment to using recycled and renewable products and by-products to build a better future.

The call to action sends readers to fordsmoothie.ca where they can get the actual recipe and see what the smoothie is all about!

I also made up a separate billboard to further highlight this new product that speaks to practices implemented years ago.

Please check out all billboards below that offer additional stand-alone and benefit-driven copy

Ford Smoothie

The Billboard

It's pretty straightforward and I chose to let the new smoothie keep the spotlight here with driving a Ford never an afterthought. The reader will soon find out what Ford has been up to when they follow the CTA. 'Sustainability' has a few meanings and references so I feel this word captures the interest to want to 'learn more'.

Frame 1 Billboard

Frame 2 Billboard

Frame 3 Billboard