Direct / Prata

Título: Accessibility Mat
Categoria: A06. Automotive
Agência: GTB
Anunciante: Ford Motor Company

Sinopse: In Brazil, there are 46 million people with some type of disability. 7% of them have a motor disability. Despite a wheelchair user being capable of driving an adapted car, when they go to the streets, they must face the overwhelming lack of accessibility, even in the main cities.

For a long time Ford brand strategy have being based on the idea of promoting mobility and helping people moving freely. The Accessibility Mat came to transform this beliefs in a tangible piece.

It is a car mat redesigned to work as a portable accessibility tool for disabled drivers. A piece of design, made of a very light and resistant material, created from a part that already exists inside the car. The driver just needs to get the Mat in the trunk, fold it, put in the back of their wheelchair and use it whenever they need to.

Ford Ecosport was chosen for this project because it is the best-selling Ford vehicle for disabled drivers.

The Mat also has sensors and a microprocessor that sends Bluetooth signals to the wheelchair user’s mobile phone and an app with a map point the exactly place it was used. That way we create a precious databank that we can share with local authorities in order to help building accessible cities.

The prototype was launched in the last quarter of 2018, in a special Ford event only for media and partners and it was promoted during the 30th Sao Paulo International Auto Show.

A film was produced to present the project to the public and it was promoted on Fords website, Facebook and Youtube. More than 50 million people were impacted and the campaign had more than 17 million earned media.

It took the attention not only of the media, but also of the politicians especially because of its potential in transforming the cities. Even Brazil’s president himself, Michel Temer, paid a visit to Ford’s stand to understand better about the Accessibility Mat.

Sinopse em inglês: In Brazil, there are 46 million people with some type of disability. 7% of them have a motor disability. Despite a wheelchair user being capable of driving an adapted car, when they go to the streets, they must face the overwhelming lack of accessibility, even in the main cities.

For a long time Ford brand strategy have being based on the idea of promoting mobility and helping people moving freely. The Accessibility Mat came to transform this beliefs in a tangible piece.

It is a car mat redesigned to work as a portable accessibility tool for disabled drivers. A piece of design, made of a very light and resistant material, created from a part that already exists inside the car. The driver just needs to get the Mat in the trunk, fold it, put in the back of their wheelchair and use it whenever they need to.

Ford Ecosport was chosen for this project because it is the best-selling Ford vehicle for disabled drivers.

The Mat also has sensors and a microprocessor that sends Bluetooth signals to the wheelchair user’s mobile phone and an app with a map point the exactly place it was used. That way we create a precious databank that we can share with local authorities in order to help building accessible cities.

The prototype was launched in the last quarter of 2018, in a special Ford event only for media and partners and it was promoted during the 30th Sao Paulo International Auto Show.

A film was produced to present the project to the public and it was promoted on Fords website, Facebook and Youtube. More than 50 million people were impacted and the campaign had more than 17 million earned media.

It took the attention not only of the media, but also of the politicians especially because of its potential in transforming the cities. Even Brazil’s president himself, Michel Temer, paid a visit to Ford’s stand to understand better about the Accessibility Mat.

Code Studio: Development

Bizsys: Technology

Paranoid: Film Company

Supersonica: Sound Company

Executive Creative Director: Vico Benevides

Art Director: Vinny Couto

Copywriter: Lucas Arantes

Head of Innovation: Icaro Abreu