Ford Handicab

Ford employs over 4,200 people with physical disabilities and was the first company in Europe to have a certified Disability Manager. Yet in the Netherlands, 55% of disabled people still struggle to find a job. To challenge perceptions, we launched The Ford Handicab: a taxi service with disabled drivers, offering free rides in exchange for an open mind.

The taxi rides were offered by model Debbie van der Putten, Paralympic athlete Tim de Vries and veteran Sebastiaan Nieuwenhuizen.

Here's how the stunt reached a wider audience.

Credits

Client: Ford
Agency: Ogilvy Amsterdam
Production: Holy Fools
Director: Coen Stroeve
Edit: Kapsalon