As a creative leader, sometimes my role is to get out of the way and solely defend and champion an idea. This project, which took over four years to complete, began before I joined GTB, driven by a passionate team that made it happen.
In Brazil, over 46 million people have disabilities, many facing sidewalk accessibility challenges.
GTB Brazil turned the Ford Ecosport car mat into a portable wheelchair ramp.
With a Bluetooth microchip, Ford's City Solutions team identified where ramps were needed, collaborating with local officials.
Promoting independence for disabled people, the mat reflects Ford's mission for smart mobility.
Company: GTB/WPP
Role: Global Chief Creative Officer (Idea Champion)