Too often, brands talk at people. Ford wanted to do something different, speak with them. Women, a historically underserved audience in the automotive world, deserved more than just marketing. They deserved content that added value to their lives.

Ford partnered with NPR to sponsor The Changing Lives of Women, a series that told real, impactful stories. But sponsorship wasn’t enough. This was a co-creation effort, designed to empower, inform, and enrich. We didn’t just attach Ford’s name; we helped shape content that mattered. We pioneered a new format: sponsored live reads in audio. At a time when this was unheard of, we integrated Ford’s presence seamlessly into NPR’s trusted storytelling. This wasn’t an ad, it was an invitation.

Women weren’t just listening. They were engaging. The campaign strengthened Ford’s relationship with an audience that had long been overlooked in the industry. More than just brand awareness, it was brand alignment, proving that when you create real value, people don’t just hear you. They trust you.

In partnership with Refinery29, The Weekender was born—a content series designed to help women make the most of their weekends. From food to fitness to the best thrift stores on a road trip, this wasn’t just inspiration—it was a roadmap to richer experiences.

The Impact: More than just content, The Weekender was a co-created guide to adventure. Ford didn’t just join the conversation; it helped fuel it—proving that the right car isn’t just about where you go, but how far you can take the moments that matter.