​This work shows how an innovative use of existing technologies can contribute with real solutions to a growing problem and, eventually, save lives at the same time it offers a very useful tool for the public. It also helps the brand, which was having trouble positioning itself in a new and competitive scenario, to be considered as an innovative automotive company.

For the past years, the automotive industry has changed quickly, thanks to the insertion of new players, different changes in technology and consuming habits. For big automotive companies, adapting to a new paradigm represents a great challenge. This is even more difficult in countries such as Argentina, where infrastructural limitations complicate the positioning of the brand as a leader figure in advanced technology.

Within this context, we had the responsibility to keep building Ford’s positioning as an innovative brand, despite limitations by Argentina’s market. Our goal was to consolidate Ford as a company that sells vehicles and also makes people’s lives easier, through mobility solutions.

In 2020 the number of urban bikers increased 177% compared to 2019. 272 km of bikeways were constructed in Buenos Aires City.

The National Agency for Road Safety revealed that, for every 10 fatal victims in car crashes, 6 were bicycle and motorcycle users.

Directional Gloves are gloves that help bikers to move in a safe manner around the city, by allowing the use of GPS without impairing sight or hearing. Through a mobile App and via Bluetooth, these gloves are connected to the user’s smartphone in order to guide him by virtue of a signal vibration system that allows the bikers to keep their eyes on the road.

Through an innovative use of the Directional Gloves technology, they offer a real solution to a reality that thousands of bikers live every day in big cities, as it solves the brand’s communication objectives.  

The gloves are connected via Bluetooth in order to pair with the mobile device.Their design is inspired by professional cyclists gloves and it has very similar components -mainly neoprene. In specific areas, they are reinforced to provide comfort for hands. The vibration capsule design has been inspired by Ford vehicles’ front grill, and it has been made with an extra light plastic. This capsule has been built with 3D printing and it contains internal components and circuits.  

The idea came up in 2019 and it has been developed since then. Different ways of implementation were tested. In 2022 the first prototype was released. The idea for this is to keep evolving, so the product can end up being available for any user.  

It was launched in the brand’s social platforms and amplified through different media and press releases.

Currently, the project is in the development stage. Once it has been launched to the public in order to be commercialized, we believe it will be an important aid for bikers to reduce road accidents. 

This project was developed by Ford and BBDO Argentina to be commercialized, at a first stage, in Argentina, but we hope it can reach a global commercial stage.