FORDPASS REWARDS
Made at GTB. CD: Kiril Sudosa / CW: Clarence Ford
Mustang (Digital Video :15) For the bulk of the communications (and for the sake of being different), we avoided using vehicles. However, of all the things that “come standard” in life, we thought it would be fun to play around with what comes standard on one of the most familiar icons in the world - the Mustang.
Visual Direction: To create eye-catching, thumb-stopping content, we embraced a bold, attention-grabbing style that sparked curiosity and demanded a second look. As a global campaign, we didn’t just aim to stand out from typical Ford ads—we aimed to stand out from everything else out there. We reinvented the Ford brand palette with vibrant colors and a unique, unconventional typeface treatment across all executions.”
When customers enroll in FordPass Rewards, they accumulate points toward perks like discounts on service and new vehicle purchases. A good thing, right? But only if you can get people interested enough to join. To do that in the chaos of the digital/social landscape, we had to make them notice the news. So instead of traditional photography, we went with eye-catching, 3-D art. And thumb-stopping copy.
Instagram: The ‘Gratitude Comes Standard’ campaign is all about individual expressions that come together to tell a cohesive story. These bite-sized pieces are perfect for our media plan, which is heavily focused on social media. Each quick-hitter invites people into a bold, colorful world, culminating in a simple call-to-action to join FordPass Rewards.
Facebook: To accompany the colorful ads we ran on instagram, we also created a mix of rich media and static content.
Outdoor: A key strength of ‘Gratitude Comes Standard’ is its versatility. We could play with universal, everyday moments like losing socks in the dryer, while also tailoring messages to resonate locally—like highlighting Alabama’s 17 national championships for Crimson Tide fans.
In-App Message: The Gratitude Comes Standard campaign primarily targets existing Ford owners. The FordPass Mobility App allowed us to communicate directly to them.
Other Artwork: Alternate “As Standard As” lines and imagery.