Ford
// Drive your freedom

Brand: Ford

Agency: JWT / GTB

Role: Concept / Art Direction

Challenge: To boost brand awareness for the Ford EcoSport and firmly associate it with the concept of "freedom," appealing to an urban audience with a desire for nature and adventure.

Concept & Strategy: The core concept, "Drive Your Freedom," was designed to encourage nature lovers residing in urban areas to heed "Mother Nature's advice." The strategy was to position the Ford EcoSport as the ideal vehicle for escaping the city and exploring natural environments, directly linking the car to personal liberation and outdoor adventures.

Execution: The campaign was primarily a visual initiative, utilizing print and digital that prominently featured the Ford EcoSport in stunning natural, outdoor settings. The compelling visuals, combined with the evocative tagline, aimed to inspire a sense of adventure and freedom associated with the vehicle.

Impact: The campaign successfully reinforced the Ford EcoSport's brand identity, forging a strong connection between the vehicle, nature, and the aspirational feeling of freedom, thereby enhancing its appeal to the target demographic.