VML has launched its latest campaign for the Ford Everest SUV. Shot over two days around Auckland, ‘Conquer the Weekend’ shows how much can be packed into one weekend with the Everest.
The campaign was shaped by the insight that New Zealanders are quite an understated bunch. The action-packed campaign imagery stands in contrast to the laid-back, quintessentially Kiwi tone of its protagonist as he recalls his ‘low-key’ weekend with the Everest to his coworker.
Sarah White, VML’s art director, said that “while our character keeps his description of the weekend’s events quintessentially Kiwi and understated, we wanted to contrast this with what you can actually do with the Ford Everest.”
She said that showing off the capability of the Ford Everest was made possible by Reel Factory’s off-roading tracking vehicle, allowing the team to capture dynamic moments at pace.
Andy Morton, director at Reel Factory, stated “it’s always a good day when you get to throw the Ford Everest around some rugged locations, showing the vehicle off with a bunch of different camera rigs from the Reel Factory team.”
Ford’s marketing manager of passenger vehicles, Rachel White, added: “Everest is ready for whatever adventure you and your family want to throw at it, and we enjoyed demonstrating that in ‘Conquer the weekend’ campaign.”
VML, part of WPP, was created late last year following the merger of the holding company‘s creative agencies Wunderman Thompson and VMLY&R.
Earlier this month, VML was engaged by Flight Centre Travel Group to establish the brand identity of its new unified global B2B brand, Envoyage, slated for rollout throughout 2024 and into 2025.
See also: Flight Centre and VML launch Envoyage B2B brand
Credits:
Client: Ford
Agency: VML Auckland
Media: Mindshare
Production company: Reel Factory
Director: Andy Morton
Producer: Pippa Keiller
Executive producer: Dan Watkins
Business manager: Danelle Mouat
DOP: Chris Watkins
Offline editor: Fauze Hassen
Grade & Online: Marc McCarthy
Audio & Music: Milon Williams, Boxcutter