F-150 – To-Do List
Trucks are about getting things done. And no truck helps you get more done than the F-150.
To bring this fact to life, we leveraged an idea that everyone can relate to: The classic "To-Do" list. Simple. Basic. Plus, there's nothing like checking things off a "To-Do" list to show progress and accomplishment. Perfect.
So, we created a direct mail package that was literally printed on a pad of paper -- the kind where the pages tear off along the top. The kind perfect for making lists of things that need doing.
Then, we printed the F-150 story (and the purchase offer) on the first 5 pages of that pad of paper. In a sense, we documented all the "To-Do's" that Ford had already checked off in the designing, engineering and building of the best truck on the planet.
What's left (after the promotional pages are torn off) is an actual, usable pad of paper -- designed like graph paper with one-inch squares, making it easy to draw rough plans. And lists of things to do. Lots of lists...
GCD/Writer – Additional Credit: Larry Conely