In order to set Ford’s business up for long-term success, we set our sights on improving brand perceptions by women.
To de-stereotype Ford in the eyes of many, we needed to go beyond advertising. To do this, we partnered with a surprising Ford driver and mechanic, Sydney Sweeney. Together, we created an Auto 101 series to help people feel more confident doing auto basics on their cars, created an inclusive workwear line, and got people the world talking about women in auto.
Every asset that was made, was made to show a new side of Ford.
We tapped into Sydney’s knowledge and passionate fan base with an Auto 101 series where Sydney taught auto maintenance basics like how to check your oil and more.
In partnership with Sydney and Dickies, we created an inclusive workwear line that took into account design, sizing and style that appealed to women while ensuring it had functionality for the shop. The utilitarian nature and design of the items combined with Sydney’s authentic relationship to Ford made a huge impact in culture.
To promote the workwear, a lookbook was created that doubled as a handbook, continuing the Auto 101 series by featuring Sydney alongside five female mechanics giving step-by-step instructions for car basics.
To take Sydney’s love for cars even further, she helped us design a custom baby blue 2024 Mustang GT to give away to fans.
