Meet the team!
The all-new Ford Maverick was created for a much more diverse target audience than other Ford trucks. Our challenge was to find a way to connect Gen Z with Maverick.
Identity Nomads are on the go, open to the new, creating a world on their own terms, and ready to adapt when an obstacle arises.
They constantly evaluate unprecedented amounts of information and influences. For them, the self and their immediate community is a place to experiment, test, and change.
The truck is adaptable to all aspects of the Identity Nomad lifestyle due to its affordability, hybrid engine, compactness and customizability.
Ford would initiate the Maverick Challenge by reaching out to a variety of makers to sponsor community projects. Each project would be unique according to the maker’s discipline, inspired and sponsored by Maverick.
Makers of any discipline would be invited to participate in the Maverick challenge, including bakers, mixologists, horticulturists, welders, DIYers, you name it.
As a part of the campaign, Ford will live stream the Maverick Challenge with chosen “Makers” as the first automotive brand to dedicate a channel on Twitch. The Makers’ participation in the Maverick Challenge will be recorded live and a vote will be taken at the end on who will perform at the Maverick Market.
This is what their journey might look like showcasing the Maverick's features and how our Makers use the vehicle.
To really make the collaboration stand out as a unique one-of-a-kind relationship, we’ve decided to invent a unique one-of-a-kind accessory for the Maverick that hasn’t been done before by either a pick-up truck or Carhartt collaboration. This is the Maverick Portable Worktable. It sits flush on the Flexbed and can be pulled out with legs underneath to create a worktable just about anywhere.
Maverick’s Maker Market is a celebratory festival inviting “makers” of all kinds to come and show off their talents. Ford Maverick will co-sponsor established outdoor gatherings such as music festivals, arts & crafts fairs, state fairs, and even Sand festivals. These events address the target areas where Gen Z usually visit.
To promote this event, a digital billboard will be driven around by a Maverick in cities and spaces where Gen Z is most active.
The event will live on the Ford Maverick site where it will be highlighted and more information can be found
The promotions will also extend to Reddit and Twitch promoting the event within the festival, in this case Bonnaroo
Additional merchandise from the Maverick by Carhartt collaboration and from the Maker Market activities would be offered as collectable giveaways throughout the event.
The Maker Market would feature several exhibitions and activities, including the winner of the Maverick challenge, who would perform their discipline or skill as a live or experiential event, depending on the winner in the street fair.
For the branding of the campaign, there was an ode to the iconic patterning of the 2000s. We made it modern by providing modularity and structure within the shapes and pattern lines that could form a visual system. The color palette was inspired by the Maverick truck colors, such as Velocity Blue, Cactus Green, Oxford White, and Cyber Orange.
Typefaces include FF Bau and Ford Antenna.