Ford Motor Company, in collaboration with the Ecuadorian agency BBA, is challenging stereotypes with its new campaign that confronts the saying, “Women don’t know anything about cars.” The image divides the screen: on one side, this phrase appears alongside a woman’s face, while the other highlights influential women in the automotive industry, both locally and globally.
Developed by BBA, the campaign aims not only to challenge outdated perceptions but also to highlight the crucial role women play in this sector. By featuring women who have broken barriers in the automotive industry, Ford Ecuador and BBA hope to inspire more women to pursue their passions in a field historically dominated by men, delivering a message of empowerment and change.
Moreover, the campaign has been selected to appear in the Lürzer’s Archive edition 227, one of the most influential magazines in the world of advertising. This publication is known for showcasing the most innovative and creative campaigns worldwide, and being featured in its pages is a significant recognition within the industry. Appearing in Lürzer’s Archive not only places BBA and Ford Ecuador’s creative work on the international stage but also reinforces the impact and relevance of the campaign’s message.