Six continents (including Antarctica), 27 countries and more than 30,000 kilometers in 200 days. That is the feat that the content creator has completed Lexie Alford in “Charge Around the Globe”a marketing and entertainment action by the automobile company Ford.
After more than six months of production, the company has created a documentary series, composed of three episodes of about 50 minutes each, which has been released both in YouTube as Amazon Prime Video. They show the adventures of the YouTuber traveling the world in an electric car, as well as the lights and shadows of the electric charging system at a global level.
Lexie, better known online as Lexie Limitless, holds the world record for being the youngest person to travel to 196 countries. It is one of the reasons why it was chosen by the company for this marketing strategy, initially conceived by the agency. AMV BBDO, and finally produced by Wieden+Kennedyy your production studio WracK.
For this reason, and because his profile evoked that of Aloha Wanderwell, who was the first woman to travel the world a century ago, also in a Ford car, specifically the 1918 Model T. The feat was carried out over a period of five years (1922-1927) and involved traveling nearly 800,000 kilometers .
With “Charge Around the Globe”, Lexie Alford began her adventure at the same point as Wanderwell, in Nice, France; and has visited places such as the Atacama Desert in Chile, the mountains of Bhutan, or the beaches of Cape Town. He has also interacted with relevant figures in each country and has gotten closer to their inspiring stories.
All of this, in addition to being reflected in the documentary, has also been collected on a specific website that has collected the experiences and experiences of the creator in each place. Likewise, during the last few months, Leslie herself has shared the trip through her social networks, where she has more than a million followers.
With this documentary series, Ford has sought connect with the audience on an emotional leveland at the same time, demonstrate its commitment to the electrical technology of a realistic and convincing way. The truth is that the content reflects how in many places the charging infrastructure is still limited and represents a barrier to the adoption of this type of vehicles.
“Traditional ads are great, but a series allows us to explore how advertising messages translate into real-world adventures that inspire a brand connection”, commented David Colman, Creative Director of W+K London, according to Fast Company. “With a series, we can take viewers through the ups, downs, challenges and advancements of a 30,000+ km journey, something that simply can’t be replicated in a 30-second ad.”.
More info.: Charge Around the Globe
