PBS & FORD | Finding your roots

Campaign Overview:
Ford Motor Company sponsored the PBS documentary series "Finding Your Roots," hosted by Henry Louis Gates, Jr. The series, which premiered in 2012, explores the family histories of well-known Americans through genealogical research and DNA testing. Each episode presents celebrities with a "book of life," revealing their ancestral histories, familial connections, and often hidden secrets about their lineage​​​​.

Objective:
The campaign aimed to create a multi-platform promotional program leveraging "Finding Your Roots" to reach beyond PBS viewers and into local communities. It emphasized Ford's commitment to being a good corporate citizen and aligned with the series' spirit of exploration and discovery.

Content:

• Broadcast Promo Video featured on PBS

• Social Videos with personality Franchesca Ramsey

• Twitter chat

• Infographic

Key Roles:

• Executive Creative Director: Jarek Carethers

• Associate Creative Director: Justin Trapp

EFX and PostProduction: The Artery