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. 

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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.