Ford | Shopping

Summary:
The "Shopping" campaign for Ford, featuring the talented young fashion designer Egypt Ufele, was designed to connect with the African American market in a meaningful way. This broadcast spot tells a heartwarming story of a stylish mom in her 40s and her 10-year-old daughter, Egypt, shopping for dress-making fabrics.

Context on Egypt Ufele:
Egypt "Ify" Ufele is a remarkable young fashion designer and anti-bullying activist. Growing up in Queens, New York, she faced challenges due to asthma and its treatment, which led to bullying because of her weight gain. Turning adversity into empowerment, she founded her clothing brand, Chubiline, and the anti-bullying initiative Bully Chasers. Chubiline is an all-inclusive line that embraces all sizes, shapes, and genders, and reflects Egypt's Black American and Nigerian heritage, blending traditional clothing with an urban twist​​​​​​​​.

Innovation & Impact:
The spot subtly portrays the errand of fabric shopping not as a chore but as a joyful and creative pursuit, reflecting the passion and resilience of Egypt Ufele. By featuring a real-life young fashion designer, the campaign strikes a chord with viewers, celebrating diversity and creativity. It resonates particularly with the African American audience, aligning with Ford's commitment to inclusivity and representation.

Awards & Recognition:

• Grand Prize at the 2017 ANA Multicultural Excellence Awards

Content:

• Broadcast

• Social Content

Key Roles:

• Executive Creative Director: Jarek Carethers

• Associate Creative Director: Tiffanni Spann

• Senior Writer: Alejandro De La Villa