Ford Bronco™ Wild Fund: Keeping the White Mountains Wild | Clapboard

Keeping the White Mountains Wild

Keeping the White Mountains Wild is a compelling film campaign launched in the United States in 2023 for Ford by the renowned agency Wieden+Kennedy, spotlighting the brand’s commitment to environmental stewardship through its Ford Bronco™ Wild Fund. This evocative campaign follows Nicole Handel and her best friend, Roe, as they journey through the breathtaking landscapes of White Mountain National Forest, showcasing the tangible impact of Ford’s partnership with the National Forest Foundation. By intertwining authentic storytelling with stunning visuals, the campaign elevates awareness of conservation efforts while reinforcing Ford's brand values of adventure, resilience, and connection to nature. Leveraging the powerful hashtag #BroncoWildFund and engaging with audiences through Ford’s social media channels, including Instagram, Twitter, and Facebook, the campaign drives meaningful conversations about preserving wild spaces and highlights the rugged capability and spirit of the Ford Bronco. This targeted approach not only deepens emotional engagement with environmentally conscious consumers but also positions Ford as a proactive leader in sustainable initiatives within the automotive industry. By inviting viewers to explore more about the Ford Bronco and related stories via dedicated online platforms and video content, the campaign enhances brand interaction and fosters a community of outdoor enthusiasts inspired by responsible exploration. Ultimately, Keeping the White Mountains Wild bridges purpose-driven messaging with brand experience, delivering a narrative that champions both conservation and adventure, aligning seamlessly with Ford’s ethos while amplifying its market presence through impactful film media.

Credits

Client

Ford

Agency

Wieden+Kennedy

The Ford campaign "Keeping the White Mountains Wild," launched in November 2023 through Wieden+Kennedy, positions the Bronco as more than a rugged vehicle—it aligns the brand with environmental stewardship and outdoor exploration. By showcasing Nicole Handel and her friend Roe experiencing the positive impact of the Bronco Wild Fund’s partnership with the National Forest Foundation, the campaign emphasizes Ford’s commitment to preserving natural landscapes while encouraging adventure. This narrative approach leverages authentic storytelling to reinforce the Bronco’s image as a vehicle designed for those who value both capability and conservation. Strategically, the campaign taps into the growing consumer interest in sustainability and eco-conscious recreation, targeting outdoor enthusiasts who are likely to engage with content that merges vehicle performance with environmental responsibility. The creative angle focuses on real-life impact and community involvement rather than traditional product-centric messaging, positioning Ford as a brand that supports meaningful causes tied directly to its product identity. By centering the story in the White Mountain National Forest and utilizing the Bronco Wild Fund hashtag, the campaign connects emotionally with viewers who prioritize preserving wilderness spaces, fostering brand affinity among a niche but influential audience. The use of digital platforms, including YouTube and social media channels, further enhances engagement by providing educational and inspirational content linked to the Bronco vehicle line. Overall, the campaign strategically combines product purpose with purposeful storytelling to differentiate Ford in the competitive automotive market through values-driven marketing.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers around Nicole Handel and her best friend as they explore the conservation impact of the Bronco Wild Fund in the White Mountain National Forest. The format points away from a problem-solution, demonstration, or celebrity-driven approach and instead positions relatable, adventurous individuals as the faces of Bronco ownership. The narrative highlights how real users engage with Ford’s SUV in meaningful outdoor experiences, making aspirational user imagery core to the campaign’s storytelling, perfectly aligning with FORMAT#10. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Chevrolet – Market Positioning Chevrolet positions itself as a reliable and versatile American automotive brand, focusing on performance, durability, and value. It targets both mainstream and truck/SUV buyers with a broad portfolio and highlights innovations in electric vehicles and advanced technology, aiming to blend tradition with modern advances. 2. Toyota – Market Positioning Toyota is known for its reputation for quality, reliability, and fuel efficiency, emphasizing hybrid technology and sustainability. It appeals to a wide customer base by balancing affordability with innovation and is increasingly positioning itself as a leader in electrification and connected car technologies. 3. Jeep – Market Positioning Jeep stands out as the rugged, adventure-oriented brand specializing in off-road capability and outdoor lifestyle. It targets consumers seeking freedom and exploration, leveraging a strong heritage in four-wheel drive vehicles and promoting robust, trail-ready SUVs synonymous with adventure. 4. Honda – Market Positioning Honda emphasizes engineering excellence, fuel efficiency, and practicality. It appeals to consumers looking for dependable, affordable vehicles with innovative safety and technology features. Honda also promotes a sporty yet refined image, balancing everyday usability with driving enjoyment. 5. Tesla – Market Positioning Tesla leads as a pioneer in electric vehicles, emphasizing cutting-edge technology, long-range performance, and autonomous driving features. It appeals to eco-conscious, tech-savvy consumers who prioritize innovation, sustainability, and premium electric driving experiences, disrupting traditional automotive norms.