Cannes Lions

Built Ford Tough (BFT) Brand Book

GTB, Dearborn / FORD / 2017

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Overview

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Credits

Overview

Description

It’s hard to get excited about a guidebook.

That’s why we decided that the “primer” for Built Ford Tough should be as solidly constructed and as fun to get into as a Ford Truck.

For anyone at Ford who is thinking about using Built Ford Tough as a themeline, this would be their bible.

Execution

Swing open the plywood cover (bound with leather and fastened with bolts) and you are immersed in the Built Ford Tough legacy and lore. This is “BFT 101” -- the philosophy, the history, the usage guidelines and the style requirements. All presented in a fun-to-read, graphically punched-up format. There are even hidden images in between the double-layer pages!

Outcome

The document has been the foundation for Built Ford Tough strategy in truck markets like Thailand, Philippines, and Vietnam. They have adopted the principles and created their own localized playbooks.

And research is just back from China (a country where we have never sold Ford Trucks), clearly indicating that Chinese consumers attribute quality and premium craftsmanship to the Built Ford Tough brand and shield. The standards set by BFT 101 are helping Ford Trucks succeed everywhere.

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