Vico Benevides
General Manager and ECD Latam
ABOUT
While cargo mats are typically used to keep the back of your car clean, Ford has turned them into a tool to make life a whole lot easier for drivers with mobility disabilities.
Ford, along with its former global creative agency GTB, found that of the 46 million people in Brazil with disabilities, 7% have limited mobility. Their difficulties are exacerbated by the fact that many of country’s sidewalks and streets lack access ramps.
So with GTB and Code Studio, the brand created an “Accessibility Mat.” They redesigned the trunk liner of the Ecosport compact SUV into a portable ramp that those in wheelchairs can use when the need arises. It’s made of lightweight material and when not in use, it fits easily onto the back of the wheelchair.
MADEIT CREDITS
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FordClient
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Vico BenevidesExecutive Creative Director -
Lucas ArantesCreative Copywriter -
GTB Brazil