Sometimes we are just lucky enough to be in the right place at the right time. This project took over four years to complete. It started long before I came to GTB by an enlightened and driven group of people. Collectively, they poured their talent, passion, and sometimes own money, into making it happen. I know how that feels. I remember being there. Make no mistake, all credit belong to them. I’m just a mere passenger on this amazing mat’s journey.
More that 46 million people in Brazil have some type of liability. For a large number of them, accessibility is hindered by the lack of access ramps on sidewalks.
GTB Brazil, took the ubiquitous car mat already present in all Ford Ecosports and give it a whole new function. It made it so it could function as an easy-to-use ramp that could conveniently travel on the back of a wheelchair.
By adding a microchip that communicates with the user’s phone via Bluetooth, Ford’s City Solutions team could work with local officials to identify places where ramps were needed each time a mat was used.
By sending a strong message about independence and autonomy of disabled people, the mat is a true manifestation of Ford’s ongoing mission to bring smart mobility to a smart world.
Role: Global Chief Creative Officer (the passenger)