Ford has unveiled a towering badge for the launch of the Bronco Basecamp, in new work via Wieden+Kennedy Sydney.
To celebrate the untameable spirit of Ford Bronco, the iconic bucking Bronco badge was recreated in a towering five-metre silver chrome stallion, driving anticipation for Ford’s new SUV with a super-hybrid powertrain release in mid-2027.
“Bronco Basecamp is a bold new chapter of SUV adventure and attitude for Ford, which is reflected in this new work by Wieden+Kennedy Sydney. For more than 60 years, Bronco has stood for fun, freedom, capability and exploration, and the Bronco Basecamp brings that spirit to Australian drivers,” said Ambrose Henderson, director of marketing, Ford Australia.
To capture the untameable spirit of Ford Bronco, weighing almost five tonnes, was brought to life on an epic journey through Australia’s rugged outback.
“The Bronco’s heritage is rooted in authentic outdoor adventure, we created the Bronco badge as an expression of the untamed spirit of one of Ford’s most beloved vehicles,” said Chris Wilson, group creative director, Wieden+Kennedy Sydney.
“Made entirely by hand, the Bronco badge is also a celebration of craftsmanship, creativity and imagination. It captures Ford’s legacy and also gives people a new way to experience what Bronco stands for today: adventure, freedom and the confidence to forge your own path.”
As the first pit stop of a larger tour of Australia, the Bronco badge is supported by a wider integrated campaign, including its discovery on a trail run by some of Australia’s best known in the running community, including new Ford ambassador, Nedd Brockmann, who was sponsored by Ford in Nedd’s Uncomfortable Challenge last month.
The Bronco badge campaign is now live nationally across OLV, OOH, earned, and social.
CREDITS
Client – Ford IMG
Creative – Wieden+Kennedy Sydney
Media – WPP Media
PR & Influence – Ogilvy PR
Social – House of Cinder
Build – Stagekings
Photographer – Adam Gibson
BTS – Matt Creighton
