How do you make adventure relevant to everyday life in Southeast Asia?
Client: Ford
Market: Thailand, Vietnam, Philippines
Launch: 2020
Problem
Ford was strongly associated with toughness and capability.
But in Southeast Asia, adventure is not about like mud or mountains. Ford lack relevance.
At the same time data, data showed us that a new SUV audience was emerging — more urban, more female, more focused on everyday life than off-road fantasy.
Insight
Adventure isn’t about escaping life.
It’s about navigating it.
Solution
Adventure of life
A campaign that redefined adventure — shifting it from off-road extremes to the complexity of everyday urban living. Careers, family, ambition, responsibility.
For the first time, we featured a woman as the driver of an SUV in a category that was overwhelmingly male at the time.
Everest wasn’t positioned as a vehicle to climb mountains, but as the perfect ally to handle everything life throws at you.
