The EcoSport was coming to America for the first time, entering a market already crowded with compact SUVs.

So we asked people one question: What’s something you’ve always wanted to try for the first time?

Thousands answered. Before the EcoSport even reached the streets, we helped make some of those firsts happen.

It gave people a reason to care about it before they had even seen one.

Company: GTB/WPP
Role: Global Chief Creative Officer