How might we rally community champions to connect with the New Ford Expedition?
Tell community champion stories in a way that shows the Expedition as the vehicle for their journeys.
The idea was to tell multiple stories with commonalities by launching what was deemed an "Anthem" to establish a backbone for the campaign.
The stories would expand out across multiple platforms to tie together the deliverables related to the vehicle. The work extended to tv spots, pre-rolls, posts, banners, webpages, documentaries and more. We created a systematic plan for how the work would be rolled out and consumed to optimize the narrative we were trying to tell.
The TV commercial introduces the stories we would dive into and others for us to connect with.