Legacy Roadtrip
A three-part digital content series presented by Ford of Canada to celebrate the Toronto Raptors' 30th anniversary featuring Raptors Alum, Jamaal Magloire, taking fans on a nostalgic ride through Toronto in a Raptors-wrapped Ford F-150 Lightning. Each episode revisits iconic franchise milestones and personal memories of his journey, blending storytelling with city landmarks while showcasing the truck’s features and leveraging Raptors IP in an impactful manner.
THE PROBLEM
Ford’s campaigns needed to make a splash with a unique, creative approach that would drive awareness and improve brand image among millennials.
THE ASK
Create a compelling digital content series that builds brand relevance and emotional resonance by aligning Ford with the Raptors’ 30th anniversary and celebrating the team’s legacy through the personal journey of Jamaal Magloire.
CREATIVE INSIGHT
Fans want to know what it’s like to be a Raptor—especially a Canadian-born one—and Ford becomes the vehicle to share and relive those legacy moments.
THE IDEA
Legacy Road Trip: A three-part content series hosted by Jamaal Magloire with the purple-wrapped Ford Raptor visiting locations across Toronto. The series will recap iconic moments in franchise history and their significance, while showcasing features of the Ford F-150.
The
Results
THE Results
This is the power
of partnerships
