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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Built Wild

Entered in Long Form Video

Objective

This was one of the biggest marketing moments for Ford in recent history. The new Bronco was highly, highly anticipated by gearheads, adventure lovers, and folks who were familiar with the icon that the old-model Bronco had become (e.g. everyone). 

The campaign's goal was to reveal the new vehicles in a captivating, engaging, unexpected, and inspiring way that would drive sign ups to the waiting list. 

Strategy

It's unusual to launch a product with a story, not an ad. Our goal in doing this was to bring cooped-up covid viewers out into the wide open spaces they were longing for Jimmy Chin, with someone who's lived more of his life there than not. The key moment of the film was the release and reveal: after the story was established, the camera zooms out as viewers see the much-anticipated new Ford Bronco for the first time ever and it zooms into the Wyoming wilderness. 

Results

Fast Company called it an '...Audacious Primetime Product Launch', and the waitlist was full before the end of the summer. And importantly, the audiences watching live on their respective networks were treated not to a commercial, but to a story that kept them glued to the programming they were already watching. 

Media

Video for Built Wild

Produced by

Stept Studios, GTB, Disney Creative Works, Jimmy Chin, Ford

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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