Wieden+Kennedy Shanghai creates Wild At Heart campaign for Ford’s 120th anniversary – Campaign Overview Asia

To celebrate 120 years of Ford, Ford, in collaboration with Wieden+Kennedy Shanghai, launched the Wild At Heart campaign featuring three members of its family: Ford Mustang, Ford Bronco and Ford Explorer Timberline which is designed to make you feel.

In China, most consumers buy cars for practical purposes and Ford has long been seen as a fun to drive family car, but there’s more to it – we’re all driven by our human desire to move. Go wild, be free, and feel the excitement. This is where the Ford Icons come in to release those desires, with the excitement of the Ford Mustang, the wildness of the Ford Bronco, and the free, adventurous spirit of the Ford Explorer Timberline.

To show how Ford adds adrenaline to the wilderness of all of us, Wieden+Kennedy Shanghai created a film that focuses on the essential human love through the personal life stories of 3 characters who love movement – and everything that goes with it. .

In this film, we see a coming-of-age story told from the 1990s to the present day, following the characters until they each reach their match in the movement – Ford’s Icon: an adventurous girl who is always in a new place. with a Ford Bronco; an outdoorsman who ventures into the wilderness with his Ford Explorer Timberline travel companion; and the millennial girl who craves speed as much as her Ford Mustang.

The Creative Director of Wieden+Kennedy Shanghai, Zhong How, said: “We all grew up wanting to move. From your first step to your first bike to your first car. These are times full of excitement and excitement. Ford really understands that and wants you to feel it and embrace it.”

“We have many upcoming domestic car brands in China these days, it is important for Ford as a foreign brand to show its importance with this market, that’s why we chose to look for an emotional perspective instead of talking about performance and service. .” Says Wieden+Kennedy Shanghai Creative Director, Aier Xu. This is one of the biggest campaigns Ford has done in years to introduce the new Ford Icon Family for the very first time in China. The whole campaign is a love letter to drivers. all in China, designed to generate interest and show how Wieden+Kennedy Shanghai helped the modern Ford remain culturally connected to the Chinese market.

Loans
Customer: Brett Burin, Jervis Zhang, Huang Yue, Xia Shang, Tina Chen
Agent
President: Bryan Tilson
Chief Creative Officer: Vivian Yong, Ian Toombs
Chief Creative Officer: Matt Meszaros
Creative Director: Aier Xu, Zhong How
Design: Jing Qiu, Huzi Hu, Pumpkin Zhang, Abe Chuang, Jonathan Chan
Creative Interpreter: Ji Wu
Design: Jun Hsu, Eighteen Zhang, Fenghe Luo
Creative Producer: Vic Zhang, Dennis Chen
Production: Fang Yuan, Lynn Chu, Leah Ai, Vina Zhou
Strategy: Summer Yang, Scarlett Li, Rachel Wang
Brand Management: Linlin Shan, Bell Ge, Bo Yan
Business Affairs: Jessica Deng, Yehui Chen, Gloria Ji
PR: Shannon Chen, Jessica Goh
Sr. Print Producer: David Niblick
Retouchers: Jesse Corinella, Elizabeth Riley, Kevin Walker, Rose Pile, Chris McClelland, Sharon Mathis
Production: Shanghai Qianxi Media
Executive Producer: Tiger Zhao, Rachel Zhu
Director: Ukweli (Jason+Alba)
Agent: Marta Argullos
Producer: Tiger Zhao
Production Manager: Fu Yang
Production Coordinator: Sandy Shi
Line Producer: Lin Tongtong, Li Wenwen
1st Assistant Director: Syoun
Model: Xiaofeng
Asst model: Shuang shuang, Ruonan
Art Director: Zorana
Assistant Art Director: Wang Gang
Props Teacher: Ma Shoubin
DOP: Arnau Valls Colomer
Stress Puller: Shawn
Gaffer: Kok Kin Wing
Trap: Zhang Shuqiang, Xu Leilei, Wu Zhong
Casting: Chengdu Limo Casting Studio
Post Production: Bottle
Executive Producer: Hester, Mendy
Sound Production: Takeone
Executive Producer: Jayne