The campaign
Trilhe o novo
Annual communication plan for Troller, Ford's 4x4 brand in Brazil: a platform that reinforces the Troller lifestyle while inviting new audiences to hit the trail.
Client
Ford
Role
Brand strategy and creative direction
Troller is an affective brand—those who know it, defend it. Within Ford, the challenge was to update this affection without betraying the identity of those who never drive in a straight line.
Challenge
The brand communicated very well with its historical audience but needed to start a conversation with a new generation that views adventure as a repertoire, not a display. How to present a car so tied to trails and mud to different profiles—from the hardcore Troller fan to the Mostly Urban, Weekend Trail, and Commercial user—without diluting the brand's core strength?
Approach
- 01
Immersion with owners, authorized workshops, and trail communities to listen to the brand’s real vocabulary.
- 02
Manifesto + 4x4 Day: launch of the positioning in video and community activation under the hashtag #TrilheONovo.
- 03
Trilhe o novo: seasonal web series tied to Mother’s Day, Valentine’s Day, Family Vacations, and Father’s Day, seen through the Troller lens.
- 04
Somos Trolleiros and Família Troller: community activation starting from the Troller Brasil Festival, the São Paulo Motor Show, and the family concept from a Troller owner's perspective.
Videos
Trilhe o novo · Dia das Mães
1:29Trilhe o novo · Dia dos Namorados
3:09Trilhe o novo · Dia dos Pais
1:30Trilhe o novo · Amigos
1:31
Deliverables
- 'Trilhe o novo' brand platform and verbal territory
- Scripts for the manifesto film and seasonal web series
- Content plan for proprietary channels, month-by-month annual calendar
- Visual and tone of voice guidelines
Context
Troller, within Ford, occupies a rare symbolic place: a national 4x4 made in Horizonte (CE), with a community of owners who recognize each other by their model on the road. Tapping into this imagery without bruising it meant starting by listening.
The target was expanded to ages 25–50, crossing existing owners and new customers—inspired by the 'Outdoor Lifestyler' movement: people who live in the city but seek outdoor moments, even if nature contact happens in an urban context. The brand doesn't just talk about 'driving'—it talks about choosing the hard way on purpose.
From this reading, the 'Trilhe o novo' platform was born—a verb that opens the campaign, original content, community relations, and dialogue with the authorized network, inviting people to throw themselves into the unknown, live new experiences, and be reborn at every new horizon.
Outcome
The concept united the historical base and the new audience under the same banner, becoming an umbrella for campaigns, content, and community activation in the following months—reinforcing the brand's differentiation within the Ford universe.
Credits
- Client
- Ford do Brasil / Troller
- Agency
- Content House
- Creative
- Clarissa Sá
- Strategy
- Bruno Rothstein
- Media
- Jaime Lopez
