Ford | Built Ford Proud
A national print campaign celebrating Ford's innovation, diverse workforce, and enduring heritage.
The Challenge
Ford needed to modernize its brand image by bridging the gap between its historic legacy and its future in electric vehicle innovation while authentically representing its diverse community.
The Solution
The campaign utilized high-impact visual storytelling focused on the F-150 Lightning's "Frunk" utility, the contributions of women in the industry, and the "Dreaming Beyond Boundaries" initiative.
The Mission
Built Ford Proud is more than a tagline; it’s a commitment to progress. We developed a national print campaign designed to highlight Ford’s core values and its mission to build a better world through engineering, sustainability, and social equity.
Highlighting Pioneers
We took a deep dive into the archives to celebrate internal milestones, such as honoring female employees on International Women’s Day and highlighting the groundbreaking career of the world’s first African American car designer.
Modern Utility
For the modern consumer, we showcased the practical innovations of the electric era. This included overhead "knolling" photography and layout design for Automotive News to emphasize the versatility and storage of the new Ford Lightning frunk.
The Result
The creative successfully reinforced Ford's position as an industry leader through a cohesive narrative of inclusivity, practical innovation, and professional excellence.
Credits
Client: Ford
Campaign: Built Ford Proud
Role: Art Direction
CD: Freddy Orlando
Agency: BBDO