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Situation
Ford Motor Company had plans to reveal the 2008 F-450 Super Duty for the press in the high stakes truck market of Texas.  The event needed to embody the truck's working image in an outdoor setting.

Solution
EWI Worldwide's Studio Creative team took the idea to the next level, creating a tough, work-oriented setting in an enormous parking lot of the State Fair of Texas for the simultaneous reveal of the entire Super Duty lineup.  Part of the set was a "construction site" dominated by exposed steel beams, cinder blocks, gravel beds, concrete Jersey barriers, and a 200' hydraulic crane.  Next to it, a 20' high scenic graphic framed by actual hay bales, tumbleweeds, and a horse trailer, created the feel of a typical Texas ranch setting. 

In the middle of it all, a high definition LED wall was suspended from a smaller construction crane, flanked by large Ford "Bold Moves" graphics.  As the event began, a high energy video featured the Super Duty hauling and towing, scenes of major Texas landmarks, and the Dallas Cowboy cheerleaders unveiling the truck at Texas Stadium.  As the video concluded, the giant crane suddenly came to life.  Moments later, its massive arm brought the new F-450 over the set and deposited it in front of the audience.

Other Super Duty vehicles made their choreographed entrance as Ford's President of the Americas, Mark Fields, emerged from the F-450. As a final surprise, country music star Toby Keith drove onto the stage in an F-350 following the debut of his "Bold Moves" video to deliver a personal testimonial on Ford truck ownership.

Results
This successful launch exceeded the client's expectations, captured the media's attention amid strong competition, and generated both applause and noteworthy headlines for Ford's products.