Description
On International Women's Day, Ford launches The W Track, a virtual racing track that allows drivers to experience how hard it is for women to get into motorsports. The W Track, which was created in partnership with brand and customer experience agency VMLY&R, adds the word WOMAN to the historic Monza circuit. It makes the racetrack longer and more challenging and symbolizes the difficult path aspiring women racers face in real-world and virtual racing.
The new track can be experienced in the Assetto Corsa videogame, by Kunos Simulazioni, one of the most realistic and popular racing games. The W Track launches today at the Monza Circuit with a media partnership with Freeda and a real-life event, created in partnership with BCW and Mindshare, including Pro Players' performances, live driving sessions, and a panel conversation moderated by the renowned journalist, Maria Latella.
Ford also announces today the opening of W Driving University, a high-performance programme part of the Ford Performance Driving University aiming to recruit and train the next generation of women racing champions, both in real and virtual worlds. Ford, who competes in esports with Team Fordzilla and real-life races with Ford Performance, hopes to encourage more women to consider racing careers.
This professional campaign titled 'The W Track' was published in Italy in March, 2022. It was created for the brand: Ford, by ad agency: VMLY&R. This Integrated medium campaign is related to the Automotive industry and contains no media assets. It was submitted about 2 years ago by Executive Creative Director: Federico Russo of VMLY&R.
Credits
Advertising Agency: VMLY&R, Rome, Italy
Multinational Public Relations And Communications Firm: Mindshare
Global Media Agency Network: Burson Cohn and Wolfe
Chief Creative Officer, Europe, Ford Business: Julian Watt
Managing Director, Ford Business: Andrea Manfredonia
Executive Creative Director: Federico Russo
Senior Art Director: Marina Biagini
Senior Copywriter: Luciana Taurchini
Senior Copywriter: Leonardo Pastacaldi
Client Service Director: Francesca Pellegrini
Account Executive: Federica Calori
Digital Manager: Massimo Curti
Social Media Director: Barbara Petricciuolo
Social Media Manager: Germana Russo
Social Media Manager: Giulia Mastropietro
Head Of Production: Mara Bruschetti
Media Director Client Leadership - Team Ford: Luigi Sorrentino
Head Of Content: Daniela Baldassarre
Senior Account Manager: Lara Valenti
