For the past years, 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 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 limitation by Argentina’s market. Our main goal was to consolidate Ford as a company that not only sells vehicles, but makes people’s lives easier and more agile, through mobility solutions.

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 to keep the bikers’ eyes in 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 communicational objectives.

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 to be commercialized, at a first stage, in Argentina, but we hope it can reach a global commercial stage.

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 via 3D printing and it contains internal components and circuits.

The idea came up in 2019 and it was developed since then where different ways of implementation were tested. In 2022 the first prototype was released. The idea for this is to keep evolving and that it ends up as a product available for any user.

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

We communicated this launching in the context of Ford’s Innovation platform release event. This event was live streamed from Vorterix Studios, and was included in their regular schedule.

This event took such relevance that many different mass media, such as TN Tecno, Gente and El Cronista also transmitted it from their web pages. Other mass media, such as La Nación, Clarín, Infobae and FiloNews also wrote news stories about the event.