Dodge came to us with a TV spot that Wieden+Kennedy was working on called The Right Tool for the Job. It featured a number of people using the wrong cars to haul cargo, all the while showing the Caravan hauling a large cargo load while also transporting a family. The message was that you buy tools for your particular needs, and if you need a vehicle that can carry stuff then the Caravan was for you.
Our microsite component featured a Right and Wrong way to haul cargo. Flipping through the site, you’d come across improper ways of doing things, followed by a proper way featuring the Dodge Caravan.
Agency: SapientNitro | 2011