As the Entertainment landscape becomes increasingly cluttered with product integration and brand messaging, Ford’s challenge remains by differentiating its products within that space in a meaningful and natural way. That challenge includes identifying the right ways to continue campaigns across nontraditional media.

It started with a global launch. The Mustang was set to launch worldwide for the first time. In America, that usually meant creative filled with smoky tires and burnouts. But as we launched to the rest of the globe, we needed to take a different approach. One that showed the freedom and self-expression that Mustang has always stood for in a way the world could easily understand.

We started by finding ten individuals from across the globe. Each of these people had a dream they wanted to turn into reality. We then brought them to San Francisco for what they thought was a once-in-a-lifetime chance to drive the new Mustang. But we found a way to turn it into more. Each person was surprised with the opportunity to live their dreams. A wounded American veteran was given her chance to sing opera. An avid ping-pong player had the opportunity to take on a Chinese champion.

From there, we created ten short films that we housed online. We drove people to the films using social and paid media. And listened to the awed response as we showed off a different side of Mustang.

A combination of paid and social media led viewers to a branded Mustang Moments YouTube page. Viewers could then watch the 10 created short films.

We expected to sell every Mustang we set out to sell across the globe. We just didn’t expect to do it as quickly as we did, or generate as long of a wait list for the 2016 model. More than 2.7 million people took action thanks to the work. In addition, the Mustang saw a seven point jump in favorable opinion with the release of the work, with Ford seeing a 3 point jump in favorable opinion.

As Ford set out to launch its iconic Mustang across the world for the first time, the car needed a campaign as large as its legend. A thirty second spot translated into multiple languages wasn’t going to cut it. So instead, we create Mustang Moments—a series of 10 web films that captured the emotion of driving the Ford Mustang.