To view more work visit: www.robertogudino.com

Constantine Gonzalez-Kakouris, Roberto Gudino,

Aaron Martin, Eden Papineau, Linda Ramirez

ChallengeHow do we get young audiences on the East and West coast to

connect with Ford even when they are not looking to buy a car?

Research

Auto shoppers are doing more research than ever

Source: Google Insights

TargetZach is a mobile phone junkie who is

always in a hurry. He works full time

and dreads how fast his student loans

consume his paycheck. He longs for a

more exciting life but constantly finds

himself in the grind of climbing the

corporate ladder to better his career.

He is a die hard Patriots fan and his

only escape is to take mini breaks

throughout the day to follow them.

From // Taking a set route

To // Exploring detours

Shift

Rebels Chase Adventure

People aspire to rebel &

choose their own road.

Insight

Position Ford as the ultimate “freedom machine” that

helps you break away from the monotony of everyday driving.

Idea

Since the Model T’s debut in 1903, The legacy of Ford has been built upon giving Americans

greater mobility, choice, and freedom. Ford helped free rural America from its isolation and

today can help drivers break away from more ordinary roads and explore roads less traveled.

Rationale

Driving Unleashed

iBeacon > Activation

Microsite > Home Page

Microsite > Targeted Questions

Microsite > Destination Recommendations

Facebook > Infeed Ad

Google Maps > Feeling Lucky?

Constantine Gonzalez-Kakouris, Roberto Gudino, Aaron Martin, Eden Papineau, Linda Ramirez

Thank You

To view more work visit: www.robertogudino.com