The Field Tests campaign began with a very simple idea: put drivers who embody the hard-at-work spirit of the Ford Ranger behind the wheel and roll camera. No actors, no frills. Just a tough truck, dominating any task.
Our Shanghai-based team of writers, videographers and photographers spent months working with Ford teams in six countries — Australia, Malaysia, New Zealand, the Philippines, Thailand and Vietnam — to find real people who demand the most from their Ford Rangers every day. From a crocodile researcher in Australia to a park ranger and re-forester in the jungles of Thailand, following the story of the Ford Ranger led our in-house production team on a series of adventures across Asia Pacific.
The social media campaign included local-language versions with subtitles, as well as a slew of still images, GIFs, and cinemagrams/parallaxes, and was supported by an earned media campaign led by local PR teams in all the markets. Some of my favorite stories are embedded below, and you can find the trailer to the series and all six videos here.