As a founding partner of Free The Work, a nonprofit which advocates for companies to provide more opportunities for underrepresented creators, Ford Motor Co. works with agency partner UWG to conduct a fair and open bidding process to find the best production talent. To ensure accurate portrayals of women and girls, the team followed insights provided by the ANA’s #SeeHer movement. The result was a campaign created by and for Black women, affirming Ford's commitment to supporting the advancement of positive representations of them in media and advertising both in front of and behind the cameras.

1. Built Phenomenally
FORD MOTOR COMPANY: 2020 ESCAPE CAMPAIGN

2. Background
 Ford prides itself on being a company based on human
connection and purpose. Our core values lead us to strive for
authentic human connections with our customers. With over
50% of Escape registrations being by African American
females we needed to create a body of work that truly
represented her and represented what this vehicle represents
for her.
 Narrated by award-winning actress Angela Bassett, Ford's
latest ad campaign, "Built Phenomenally," shines a spotlight
on the all-new 2020 Escape – the company's best-selling
SUV. The new African American-focused campaign celebrates
the defiance, transformation and versatility of black women
as creators, marketers and performers who own their
uniqueness and live phenomenally.

3. #SEEHER and FREETHEWORK
 As the first founding automotive partner of Free the Work (a talent discovery platform for underrepresented creators)
and one of the first to implement the Association of National Advertisers’ (ANA) SeeHer Gender Equity Measurement
(GEM) ad scoring, Ford had the tools and structure in place to make an organizational impact. Both commitments
allowed the automaker to be comfortable using that mentality to push female representation – specifically black
female representation across all contributors to this project.

4. Inspiring Future Generations
 Driven to support platforms that mentor our next generation youth, following the ANA SeeHer motto: “If you can
see her, you can be her,” Ford partnered with Girls Makes Beats—a nonprofit organization that empowers girls by
expanding the female presence of music producers, DJs, and audio engineers—and Made in Her Image—a non-
profit movement striving towards social equity in the film, media and entertainment industry for girls & women of
color. To show them to art of what is possible we invited both organization on set and in the sound booth to
witness the production process.

5. Making Moments Matter
 Built Phenomenally was deemed an overall success and was considered transformational amongst the intended target.
Brand Favorability: +4.2pt Lift, 70% higher than US Auto Vertical Norm. (+2.5pt Auto Vertical Norm and +1.7 pt NA
Norm) on Facebook. The ad also resonated with media outlets gaining coverage by several top African American media
outlets.
 As the creative agency, Ford brought on Uniworld Group with N’Jeri Nicholson, Writer; Sharon Kimbrough, Producer; and
Kim Gromley, Digital Producer at the helm.
 This project was also made possible with Kanyessa McMahon, Director at Mirror Films; Daisy Zhoi, Director of
Photography; Lizzy Graham & Meg Kubicka, Editors at Whitehouse Post; Marci Rodgers, Stylist; Lola Okanlawon, Make
Up Artist; Carrie Bernans, Stunt Driver; Angela Bassett, Voice Over Talent; and Big Freeda, Soundtrack..
 The Ford Motor Company team included Lisa Schoder, US Median Intelligence & Strategic Planning; Raj Register, Head
of Brand Strategy & Growth Audiences; Dibrie Guerrero, African American Marketing Communications Manager; Laura
Busino, Head of Content Production; and Sara Henricks, Content Production Analyst.

6. Thank You
Dibrie Guerrero
Multicultural Marketing Communications
Manager
Dguerre1@ford.com