Teaching An Old Brand New Tricks
Client: Ford Automotive Company
Ford understood that it needed to be a new influential face for people who chose to live out loud as they flow through the world. Ford had long designed vehicles for the feeling of confidence, but because Ford was looked at through the lens of “My grandfather’s old Taurus,” consumers overlooked its innovation and style. To get a younger audience to self-identify with their “grandfather’s brand,” it required viewing the brand differently . . . literally. Through the “My Design” campaign, we convinced Ford to walk on sacred ground and step outside of the oval to a brand-new day.
Why it Works or Express Cultural Relevance:
Like a boss
Being bold by living out loud is the hallmark of the culture, so it is very easy to identify and stand behind a company that make bold (Boss) moves.
