Ford Middle East / 2020
Ford Bronco
The legend returns. An Arabic voice for the call of the wild.
- THE IDEA
- Give the return of Bronco an Arabic manifesto that calls people beyond familiar roads and routines.
- MY ROLE
- Associate Creative Director
- CLIENT
- Ford Middle East
- AGENCY
- GTB (Y&R Middle East)
- ROLE
- Associate Creative Director
- TYPE
- Launch / Reveal film
The campaign
The Bronco reveal film begins with the pull of places beyond the map: away from notifications, schedules and familiar roads. The Arabic manifesto gives that invitation a voice of its own, calling the audience further into the wilderness and closer to themselves.
The writing draws on Bronco’s lineage, pairing the toughness of the F-Series with the spirit of the Mustang. Across mountains, forests and open terrain, the film builds towards the return of the off-road nameplate, ending on “صنع للبر” and “عودة الأسطورة”.
DIGITAL ACTIVATION / SNAPCHAT
The Bronco arrives wherever you are.
Before vehicles were available locally, the Snapchat lens was designed to bring the new Bronco to people. The idea was to place an interactive 3D model in their surroundings, ready to turn, get closer to and explore.
People would be able to try different colours, remove the roof and doors, and look inside. The concept turned Bronco’s open-air freedom into something to play with on a phone, extending the reveal film’s invitation to make the outdoors your own.
Original lens development storyboard. Select a screen to view it in full.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.