Team Detroit approached Ghost Robot with a simple idea. How do we reward people who are saying good things about the Ford Fusion. The result was a robust digital campaign with content of all kinds supporting the "Random Acts of Fusion" tagline.
Ghost Robot assembled a team that included three directors, a writer, art director and multiple producers to crank out over 40 videos and hundreds of web assets. The team began by combing through a list of thousands of tweets and Facebook mentions, looking for inspiration. With winning mentions in hand, they then contacted the authors, did lots of background checks, and wrote custom scripts or activations for each one.
The campaign was a massive success, netting 11 million views and over 200,000 new Ford Fusion Facebook fans.
Agency: Team Detroit
Animation Company: Ghost Robot
Creative Director: Adam Levite
Producer: Jana Heiss
Supervising Producer: Abbe Daniel
Design: Justin Fines, Richard Perez
Animator: Josh Van Praag
Sound Design: Color NY