Making Ford's toughest truck gay to fight discrimination
ThIS WORK WAS CREATED AS A COLLABORATION BETWEEN WPP COMPANIES VMLY&R, H+K AND MAKERHOUSE
Social listening identified an undercurrent of homophobia in the pick up category, directly contradicting Ford's brand values of inclusivity and freedom.
So when a fan posted a discriminatory comment on Ford's YouTube channel, Ford acted swiftly.
...by giving the Raptor in the video a "very gay" digital paint job and re-posting the video across Ford's social channels, restating Ford's 25 year commitment to LGBTQ+ and inclusivity inclusivity.
A real-life "Very Gay Raptor" was produced — provoking a much needed, global conversation about the category's homophobia problem. It became a catalyst for Ford's ongoing commitment to ridding the automotive category of discrimination.
- 22M people reached
- 180M media impressions
- 140+ media articles