New campaign Built Ford Proud sees Dickies, a workwear brand, team up with Ford to launch their new collection. Sydney Sweeney is the face of the campaign, having previously worked with both brands in March on their previous joint collection. Sweeney, best known as the star of Euphoria and The White Lotus is also a highly accomplished mechanic. Her TikTok channel Syd’s Garage boasts 1.6 million subscribers.
Ford Mustang is the focus of the latest collaboration. Dickies is an essential part of mechanics’ wardrobes. Sweeney, who grew up fixing Fords with her family, now owns her vintage Mustang, which she named Britney, after the classic colourway ‘Brittany Blue.
The collaboration revolves around the new Dickies Workwear Line (inspired by Sweeney’s 1965 Mustang), which is visible in the creative campaign developed by Wieden+Kennedy New York.
The ‘handbook-lookbook’ includes images of Sweeney and five other female influencers and restoration enthusiasts (Adri, Gelica, Sandy, Isabelle, and Lauren Fox), wearing pieces from this collection. It also contains maintenance advice for the new Mustang.
Sweeney also appears in video content, demonstrating maintenance and tune-ups. The campaign, like the earlier collaboration, which included a TikTok video series on the Ford Bronco focuses on social media, and instructional Instagram content continues the theme.
In response to a study that shows only 2% mechanics are female, the idea is to bring attention to women car enthusiasts.
