| Facebook Awards 2016 | ||
|---|---|---|
| Global Winners | Best Use of Facebook Platforms | Silver Award |
| LATAM Regional Winners | Best Use of Facebook Platforms | Silver Award |
Category: Automotive
Media: Online
Agency: Blue Hive Brazil
Client: Ford Motor Company
Brand: Ford Motor Company
Company: Blue Hive Brazil, Sao Paulo
Target: Brazil · Latin America
Global Creative Director: Toby Barlow, Team Detroit
Executive Creative Director: Vico Benevides, Blue Hive Brazil
Creative Director: Rodrigo Strozenberg, Blue Hive Brazil
Creative Director: Arnaldo Boico, Blue Hive Brazil
Copywriter: Alexandre Giampaoli, Blue Hive Brazil
Art Director: Chico Medeiros, Blue Hive Brazil
Photographer: Regis Fernandez, J.Walter Thompson Brasil
Social Publisher: Lauren Kelley, Team Detroit
Social Strategy: Ryan Belanger, Team Detroit
Publishing Manager: Jennifer Wright, Team Detroit
Features: Facebook Platform
Language: English (US)
Objectives: Awareness
Tags: Automotive, Latin America, English (US), Facebook Platform, Awareness, Online
Campaign Description
4 in 10 drivers use social media while driving. It is twice as dangerous as drunk driving, and the phenomenon keeps growing. To be in the right place at the right time, Ford came up with the Don't Like and Drive posts. An Instagram campaign to remind drivers of the dangers of using social media behind the wheel.
Campaign Goals
We created an Instagram campaign of posts with the famous heart already on the picture, covering children, pedestrians and people walking their dogs, helping to remind drivers of what they're missing when they're liking. Instagram was crucial, since we were able to reach drivers right at the critical moment when they're most likely to be driving distracted.
Campaign Performance
Each post delivered the message, getting a lot of attention. It's powerful imagery broke the boundaries of Instagram and spread across the social networks, being shared thousands of times just on Facebook alone.