Ford: The Family [case film]

Credits & Description:

Agency: Very Agency / Copenhagen + New Land / Copenhagen + Beon / Copenhagen
Client: Ford Denmark
Category: Automotive / Cars / Motorcycles / Trucks
Production Company: New Land / Copenhagen
Director: Daniel Kragh-Jacobsen
Producer: Thor Jacobsen
Content Strategist: Thomas Bjerg / Martin Vibe Jacobsen / Louise Brandt
Creative Team: Rasmus Mikkelsen / Jakob Stigler
Media Company: Beon / Copenhagen
Synopsis:
Divorce is a topic that is almost never explored in advertising. It's simply too depressing. Yet, with this unique 16-minute short film produced for online, Ford Denmark proved that it is a topic that gets people talking. The car industry has a long tradition of focusing on the functional benefits when it comes to marketing car brands. But Ford wanted to shift this focus, creating a piece of content that was able to spark more meaningful conversations. We, therefore, decided to embrace the insight that the role of a car in our daily life is a mean and space wherein meaningful conversations take place. A space that connects us. Even in times of hardship like a divorce. This created the foundation of the story. The campaign and the topic reached high levels of recognition both internationally and nationally, creating meaningful conversations in media, and clocked up a ROI of 460 percent in PR value.