BORN PROUD. BUILT TOUGH.
An embodiment of the attitude and spirit of the Khaleeji culture, Ford's BFT lineup is a sight to behold. A force of indestructible machines that preserves a pioneering truck culture that is as tough and proud as the Middle East itself. Because in the desert, a man's truck is a symbol of his toughness. A badge of honor. A sign of respect.
“Culture is a shared way of doing something with passion.”
THIS IS TRUCK LIFE.
TRUCK LIFE is about driving big trucks and not giving a damn about the small problems that some people make a fuss about. An ironic duality that defined our 360 campaign across the board — from the manifestos and the 6-second YouTube bumpers, to the landing page and the programmatic banners.
It's our brash way of saying those who proudly live and breath the Truck Life don't sweat the small stuff.
MANIFESTO — PART A
MANIFESTO — PART B
A TOUGH LANGUAGE
When it came to translating the campaign's punchy lines into Arabic, we made a conscious decision to use the Khaleeji mannerism and mode of speech as opposed to classical Arabic. The former simply exudes oomph and attitude in a few words possible. Not to mention the colloquial style is immediately relatable to our target demographic.
CLICK on the images TO VIEW ARABIC LINES
TRUCK LIFE BREAKS THE WEB.
At launch, we unveiled a landing page that not only gave visitors a taste of what Truck Life is all about, but also showcased the nameplates that have carried BFT’s 42-plus-year legacy of raw strength and capability.
YOU GOT TRUCKED.
For many, an e-mailer could potentially be their first point of contact to a given campaign. Thus, it was critical that the gritty spirit of Truck Life came out clearly in just a few lines.