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Ford – Built Ford Proud

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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. The "Built Ford Proud" Campaign was the first to champion the impact the black community has on 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.

DELIVERABLES:

Creative Direction

Copywriting

Omni-channel campaign creation

We Lead Script

We don’t follow

We don’t back down

We don’t need a hand out

In fact, we lend a hand

We’re proud to be depended on

Proud to build upon culture

To be proud of where you came from

You Have to be going somewhere

Built Ford Proud

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Ode to the Builders Script

We build

And we build with purpose. With pride.

Pride – because we build for the builders.

The never-back-down builders.

The always-on builders

The crack-of-dawn builders. 

The builders you didn’t see coming.

We build trucks for them.

And we’ve proudly done just that for over 41 years.

So why stop now? There’s so much more to build.

Built for the builders. The 2019 F-150

Built Ford Proud

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Built Ford Proud Billboard at NYC
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