Ford
// Drive your freedom

Brand: Ford

Agency: JWT / GTB

Role: Concept / Art Direction

For those who live in the city but dream of nature, the Ford EcoSport became the perfect invitation to hit the road. The challenge was to boost the model's visibility and firmly associate it with the idea of "freedom," speaking to an urban audience that feels the call of adventure. The core concept, "Drive Your Freedom," was created to encourage these nature lovers to heed "Mother Nature's advice." The strategy was to position the EcoSport as the ideal vehicle for escaping the city and exploring natural environments, directly linking the car to the feeling of freedom and outdoor adventures.

The campaign was, above all, a visual initiative, with print and digital pieces that showcased the Ford EcoSport in stunning natural settings. The striking imagery, combined with the evocative tagline, aimed to spark that sense of adventure and freedom tied to the vehicle.

The campaign reinforced the Ford EcoSport's brand identity, building a strong connection between the car, nature, and the aspirational feeling of freedom, making the model even more appealing to its target audience.