Ford: Ford X Sydney Sweeney

Ford created the TikTok series, Auto 101, in partnership with award-winning actress Sydney Sweeney to begin improving perceptions with women in the US and get more non-gearheads talking about the automotive brand.

Campaign details

Brand: Ford Brand owner: Ford Motor Company Entrant company: WIEDEN+KENNEDY, USAIdea creation: Wieden + Kennedy New York Market: United States Sector: Automakers & marques Media channels: Online video, Merchandise & free gifts

Executive summary

How do you get women to reevaluate a brand known for hypermasculinity and truck stereotypes?

By highlighting one of Ford’s biggest fans and the inner strength it took her to break into a male-dominated space, we were able to help women reevaluate Ford and inspire them to embrace...

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