Built Ford Proud is a new campaign that sees workwear brand Dickies join forces with automaker Ford to launch a new collection. The campaign is fronted by actor Sydney Sweeney, who previously collaborated with the brands on their last joint collection in March. Best known for starring in Euphoria and the White Lotus, Sweeney is also an accomplished (and hugely popular) mechanic: her dedicated TikTok channel Syd’s Garage has 1.6 million followers.
For the latest collab, the emphasis is on Mustang, manufactured by Ford. It’s a relevant tie-up for many reasons: Dickies workwear is a regular part of mechanics’ wardrobes, while Sweeney grew up fixing Ford vehicles with her family, and now has her own Mustang – a vintage model that she’s named Britney after the classic ‘Brittany Blue’ colourway.
The collab revolves around a new Dickies workwear line (inspired by Sweeney’s 1965 Mustang) which can be seen in the campaign creative developed by Wieden+Kennedy New York.
This includes a physical ‘handbook lookbook’, which features Sweeney along with five other women vehicle restoration enthusiasts and influencers (Adri Law, Gelica Peralta, Sandy Rancatore, Isabelle Rosa, and Lauren Fox) wearing pieces from the collection, along with maintenance guidance for the latest Mustang.
There is also video content showing Sweeney demoing maintenance and tune-ups. Like the collaboration earlier this year, which came with a TikTok series focusing on the Ford Bronco, the campaign places emphasis on socials, with instructional Instagram content continuing the same theme.
The idea is to put the spotlight on women car enthusiasts, in response to research that indicates only 2% of mechanics are women.
Agency: Wieden+Kennedy New York
Global ECDs: Stuart Jennings, Eric Helin
Creatives: Jen Hubbard, Laura Bailey
Designer: Malithi Gunawardena
Production Company: Mink Howl
Director: Alex Kramer
Photography: Alexis Jade Gross (FDM/Once Royal)