ALOHA
FORD EXPLORER LAUNCH
People worry about range and durability of EVs, so our campaign has a driver following a route taken on the first round-the-world drive by a woman. In 1922, Aloha Wanderwell completed her circumnavigation driving a Ford, and was sponsored by the brand.
100 years later, travel influencer Lexie Alford drove the Explorer on a 20,000-mile trip, spanning 27 countries on six continents in six months.
The journey, created by AMV and heroically completed by W&K, ended in March 2024 when the Explorer entered the Guinness Book of Records for the first circumnavigation of the world by an electric vehicle.
The journey was captured with a film campaign directed by Nicolai Fuglsig, a live social campaign by Lexie, plus experiential, and a long form documentary.
https://www.telegraph.co.uk/cars/ford-all-electric/lexie-limitless-charge-around-the-globe/
CREATING A NEW IDENTITY FOR FORD
Creatives: Hetu Negri & Juan Peirano
CD: Martin Loraine
I was AMV’s CD on the Ford pitch, which called for a new, contemporary and cohesive identity across all markets, and across B2C and B2B.
After we won the pitch, I started creating an identity for work based on my three observations:
- No company has affected human life as much as Ford, so although we don’t refer to history, the work must have scale.
- Despite their huge contribution to human progress, from Henry Ford’s famous quotes to their logo – four letters, one syllable - the brand is honest, unpretentious and straightforward, the work must be simple.
- To work across markets and short formats, we avoid narrative, dialogue, complexity, and people. So work must be visual.
I worked in close and happy partnership with my Ford clients to turn these rules into the new Ford look & feel. We agreed on all our principles and created it together, so it never felt like an agency-client relationship, always a partnership.
I developed a model where every campaign launched with a long format film, constructed from module scenes which could then became short form films. So then the concept, visual and tone was 100% consistent throughout up to 30 short format films, static posts and OLA carrying specific sales messaging through the funnel.
I made 11 major, cross-market, multiple channel campaigns in 4 years: new Explorer ‘Aloha’, Ranger ‘Break It In’, Ranger ‘Night Swimming’, Fordliive ‘Heartbeat’, Transit ‘Sync City’, Transit Custom ‘The Van the World Relies On’, Puma ST ‘Reads Corners’, Kuga ‘Reflections’, Ford Tourneo ‘The Van that’s a Car’, Mustang Mach E ‘SatNav’, and the Brand EV launch campaign ‘Bring On Tomorrow’.