For the launch of the New Ford Ranger the agency proposed feeding the closeness of the brand with its consumers, the people from the country, more than focusing in the functionality of the new model by centering its campaign in the only feature of our truck that no other model of the other brands could offer: the emotional bond. The agency created: Folk Tales, an Integral campaign based in a rooted oral tradition: myths, legends and stories of fantasy and magic that are passed from generation to generation. The campaign comprised different media. It started with a TV spot and ended in a theatre play that toured different rural towns to bring those stories back to the same places where they were born: the country.The theatre tour is the media we found that allowed the brand to relate more efficiently with the consumer. The play staged in each town made the pure target choose to coexist with the brand. Folk Tales transformed the theatre – a medium of artistic expression – into a new communication media.