Ford – Built Ford Proud
THE ASK:
Ford Motor Company wanted a rebrand to balance its historic contribution to the auto industry while paying homage to its multi-cultural current customer through realistic stories of their life with Ford.
INSIGHT:
Black History IS Ford History.
Proud of our achievements
Proud of our progress
Proud of our families
And proud to own a vehicle from a company that understands what Pride means to us.
We know who WE ARE.
IDEA:
Built Ford Proud. Creating AA dedicated spots narrated by award-winning Angela Bassett with accompanying media buys that speak directly to our customers.
THE RESULT:
Upon 3 days on air. Winning the See Her award for the positive portrayal of Women on Television, leading to a collaboration with Girls Make Beats foundation to teach young girls about women empowerment with Angela Bassett.



