Multiple locations, 2021
When this iconic brand relaunched during a pandemic after 25 years of absence from the landscape, it needed to find innovative ways to establish its place in the outdoor world where it belonged. A branded ride-and-drive obstacle course and festival experience were developed to introduce its many capabilities to both new and old audiences, in an outdoor environment that could be safe for all. To develop an experiential brand that honored Bronco history while launching it into the present, we used earth tones, topographic map patterns and badge iconography.
This experience has appeared at auto shows and standalone events in Chicago, Detroit, Oshkosh, WI, Austin, TX and Los Angeles, with more to come.
The obstacles encountered on the drive course each showcase one of the vehicle’s many capabilities. Banners, graphics and collectible digital badges give each obstacle its own identity and provide visitors with more detailed information about the engineering behind the features.
The surrounding festival area contains exhibits and information on the history of the brand, scope of models available and merchandise cases.