2022 Winner
GoldHoliday/Seasonal Advertising
SilverOnline Film
Ford
"There's No Escape Like Home"
Ethnicity Matters
"There's No Escape Like Home"
Ethnicity Matters
To promote the Ford Escape to South Asian audiences, “There’s No Escape Like Home” weaved in the narrative of the pandemic while aligning the timing of the campaign with Diwali. With Ontario opening up after vaccines had lowered COVID hospitalization rates, Ethnicity Matters found that people were beginning to feel more optimistic. The beginning of the holiday season in the fall also marked the start of
family gatherings, making it an ideal time to promote the SUV’s technology
and driver-assist features.
The campaign centered around the car trip of a young mother who, along with her family, visits her father in London, Ontario, for their first Diwali together since the pandemic began. The three-minute film depicted an emotional journey that Ontarians would recognize and find relatable, while also serving as a product walk-through. Shorter videos were edited to create social assets. The campaign recall rate was 26%, with 200,000 impressions achieved as a result of PR promotion.
family gatherings, making it an ideal time to promote the SUV’s technology
and driver-assist features.
The campaign centered around the car trip of a young mother who, along with her family, visits her father in London, Ontario, for their first Diwali together since the pandemic began. The three-minute film depicted an emotional journey that Ontarians would recognize and find relatable, while also serving as a product walk-through. Shorter videos were edited to create social assets. The campaign recall rate was 26%, with 200,000 impressions achieved as a result of PR promotion.
Credits
Barry TeplickySUV Communications Manager
Ford Canada
Brian Tong
Account Director
Ethnicity Matters
Waseem Shaikh
Creative Director
Ethnicity Matters
Aakash Patel
Media Director
Ethnicity Matters
Abhijeet Ray
Managing Director
Ethnicity Matters