Ford has long been a partner of Vancouver SunRun. After running against other a-list agencies in a pitch, this concept granted our agency the work for the 2019's edition.
Running is about always challenging yourself to go the extra mile. This concept engaged with attendees of the Vancouver SunRun by supporting and encouraging runners to go further and show off their skills to try and beat the previous year's winner. This establishes a strong link between Ford and the running culture while creating an impactful and attention-grabbing activation.
Tapping into the running culture, we've created support signs that on one side spoke to Ford's vehicle features and on the other gave consumers the opportunity to write their own messages.
In addition, we've created a variety of funny ”human bumper stickers” that consumers could adhere to the back of their shirts on race day, teasing, bantering, or entertaining competitors who were running behind them.