Using the idea ‘the big small car’, we developed perspective tricks that change how different audiences view Fusion. Each sees a car that’s exactly the right size.

Ford Fusion is a small car with the space and technology of a big car. To launch it, we proposed an interactive campaign that communicates its double advantages, using tricks of perspective, to two different audiences.

Down-sizers: older consumers who want a smaller car, but without losing the advantages of their big car. Up-sizers: young families who need more space, but are constrained by budget.

The site launched in April, results are not yet available.