Ford Ecuador celebrates Grandparents’ Day with a poetic OOH concept that turns wrinkles into road maps—reframing distance as memory and legacy.
What is the idea behind “Timeless Roads”?
Developed with independent agency BBA, the campaign honors grandparents by linking the act of driving to the journeys of a lifetime—mapping memories into the marks of time.
Summary
Short answer: A poetic metaphor: wrinkles as road maps—linking driving with memory, wisdom, and legacy.
How was the message visually crafted?
A close-up of elderly hands gripping a Ford steering wheel anchors the scene, while a softly blurred background conveys motion and continuity. Tagline: “The best journeys aren’t measured in miles.”
Summary
Short answer: Close-up hands on a Ford wheel; blurred motion background; tagline ties travel to life’s meaning.
Why is this campaign impactful?
By balancing aesthetics with emotion, the concept elevates the brand from product features to human values—driving memorability and positive brand sentiment.
Summary
Short answer: Emotion in OOH builds recall and affinity—elevating brand beyond features into values.
What can brands learn from this?
Emotional storytelling in OOH and print can create deeper resonance than specs alone—connecting with family, wisdom, and legacy to build affinity.
Summary
Short answer: Brands can shift from specs to stories—celebrating human values that deepen connection.
FAQs about this campaign
What is the idea behind “Timeless Roads”?
To honor grandparents by depicting wrinkles as maps of journeys—celebrating wisdom, experience, and legacy tied to driving and life.
How was the message visually crafted?
A close-up of elderly hands on a Ford steering wheel with a softly blurred background; every wrinkle symbolizes traveled roads and memories.
Why is this campaign impactful?
It balances aesthetics and emotion to reframe Ford as a companion in meaningful experiences, boosting recall and brand affinity.
What can brands learn from this?
Emotional storytelling in OOH and print can outperform specs—anchoring campaigns in human values like family, wisdom, and legacy.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
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