HOW WAS THE INITIAL SITUATION?

Crisis in Spain has made Christmas less joyful for employees and families. What could a car manufacturer do to lift spirits? What we do best: cars.

WHAT WAS THE SOLUTION?

For one day, the employees at the Ford Factory in Valencia (Spain) stopped producing the usual range of cars, to produce a line of special ones. Toy cars to be given to children’s cahreties for Christmas around Spain.

HOW WE'VE MADE IT REAL?

We knew that we needed a charitable company taking care of old people based in Madrid to start with the pilot program. The chosen one was ABG (Asociación Benéfica Geriátrica).

They needed a big communication push to give a better support to their senior centers and Ford was looking for someone who really was involved in human cares in order to make something big and real. So it could be a win-win challenge.

THE RESULT WAS…

PROJECT PERFORMANCE

The initiative was covered by more than 40 newspapers and TV channels in Spain.
• 95% positive mentions on Social Media channels. 
• The video became that Ford Christmas greeting to employees and final consumers in all Europe.