Overview

The Bronco Sport is a love letter which heralds the outdoor, anthemic spirit of Black women. In “We Do,” Black women embrace the great outdoors in the all-new Bronco Sport, going off-roading, running, biking and hiking – all while reveling in a feeling of triumph as they honor their connection to heritage, nature and their sense of adventure.
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Role
Creative Direction
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Project
Ford Bronco Sport: We Do
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Client
Ford
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Agency
Uniworld Group (UWG)
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Objective

The aspiration for our ‘We Do’ campaign is to challenge the perception of outdoor enthusiasm as it relates to Black women. During this time of pandemic living, many Black women have doubled down on or discovered a love of the great outdoors. Whether it’s solo time to convene with nature or a weekend retreat with the girls, Black women are thriving in the joy and freedom of the outdoors, and we unequivocally showed that the Bronco Sport is the vehicle to get them there.
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