Positioning Ford for the Future

We were tasked with creating a brand experience that positioned Ford as an innovator to a select group of non-automotive media. The event was to take place at Ford’s top secret test track in Belgium. The look and feel of the experience in conjunction with impactful storytelling was going to be key to positively influencing the media’s perception of the brand. 

 

 

 Seamless integration between existing building and temporary structure
 

 

Concept to reality

 

 Future talks

 

S-MAX Concept reveal

 

 

 The Design Workshop
 

 Skidpan at Ford Futures

 

 Hot lap in a 5.0-litre V8 Mustang

 

 App allowed guests to interact further

 

 Video content ident

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The solution

Our big idea started with the name, Ford Futures. This concept informed our futuristic design language and created a sense of theatre from the architecture to delivery of content. Building a temporary structure enhanced the top secret feel, complemented the onsite architecture and gave the feeling of one branded space.
 
The interactive event was designed to give media a truly hands-on experience and demonstrate how Ford is shaping and leading the way in the automotive industry. Guests were given the chance to climb in Ford vehicles and ‘try the tech’ rather than sitting through endless presentations. PowerPoint was out of bounds, so we created an app that allowed guests to interact further with ambient installations and gave Ford spokespeople the platform to engage closely with guests.

The result

The platform and content we created secured coverage in some of the world’s largest newspapers, broadcaster and websites. Guests left Belgium with, not only great stories, but a view of the Ford brand as cutting edge, innovative, forward thinking and a leader in the automotive sector and beyond. 

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