With the release of the 2012 Falcon G6 Limited Edition, Ford had 800 off-the-lot cars with more top of the range features than ever before.
As art director At JWT MELBOURNE, I co-created a campaign which positioned these vehicles as collectable, individually numbered works of art.
Through finely crafted print, outdoor and POS, Aussie Falcon lovers were finally given the collectors' status they deserved.
We ran sequential print and banner ads, framing the cars as numbered artworks.
As the campaign continued, the car’s numbering reflected the limited supply.
We also reflected the limited supply at shopper level, with window posters at the dealerships.
And we created numbered windscreen banners for cars out on the lot, to reinforce their limited nature.
