Ford’s five-metre Bronco badge takes the outback route

Ford has put a five-metre, almost five-tonne bucking Bronco badge at the centre of the Bronco Basecamp campaign and sent it across Australia’s rugged outback. The silver-chrome stallion was created by Wieden+Kennedy Sydney to build anticipation for Ford’s new super-hybrid SUV, due in mid-2027. The badge is ready. The SUV is not.

What does the badge have to do with the SUV?

Ford unveiled the five-metre structure for the Bronco Basecamp launch, using the brand’s familiar bucking-horse mark as a physical campaign for a vehicle that has not yet arrived.

The announcement positions Bronco Basecamp as a new SUV chapter, while tying it to the more than 60-year history Ford Australia cites for fun, freedom, capability and exploration.

Ambrose Henderson, Ford Australia’s Director of Marketing, said:

“Bronco Basecamp is a bold new chapter of SUV adventure and attitude for Ford, which is reflected in this new work by Wieden+Kennedy Sydney. For more than 60 years, Bronco has stood for fun, freedom, capability and exploration, and the Bronco Basecamp brings that spirit to Australian drivers.”

What makes the badge more than a logo?

The sculpture weighs almost five tonnes and is finished in silver chrome. Its journey through the outback makes the object’s scale the point of the campaign: the badge itself becomes the touring installation.

The object was made entirely by hand, according to Chris Wilson, Group Creative Director at Wieden+Kennedy Sydney.

“The Bronco’s heritage is rooted in authentic outdoor adventure. We created the Bronco badge as an expression of the untamed spirit of one of Ford’s most beloved vehicles.

Made entirely by hand, the Bronco badge is also a celebration of craftsmanship, creativity and imagination. It captures Ford’s legacy and also gives people a new way to experience what Bronco stands for today: adventure, freedom and the confidence to forge your own path.”

Why use a running trail?

The badge’s outback outing is the first pit stop in a larger tour of Australia, supported by a wider integrated campaign. Its discovery comes through a trail run featuring some of the best-known names in Australia’s running community.

One of those names is new Ford ambassador Nedd Brockmann, who had Ford’s sponsorship in Nedd’s Uncomfortable Challenge last month.

For Ford, the sequence separates the visible brand asset from the product reveal. The touring badge can appear before the SUV, while the sponsorship connects the off-road stunt with runners already associated with the brand.

The creative rationale is straightforward: the object carries Bronco into the outdoor setting that the agency says defines the vehicle’s heritage. Keeping the physical stunt central gives the mid-2027 launch a recurring element for the national channels now carrying the work.

Where is the campaign running?

The campaign is now live nationally across OLV, OOH, earned and social. That mix gives the five-metre badge several routes to attention while the super-hybrid SUV remains scheduled for mid-2027.

Wieden+Kennedy Sydney handled creative, while the production and distribution credits divide the work among specialist agencies.

Who made the campaign?

The delivery team comprised:

• Client — Ford IMG
• Creative — Wieden+Kennedy Sydney
• Media — WPP Media
• PR & Influence — Ogilvy PR
• Social — House of Cinder
• Build — Stagekings
• Photographer — Adam Gibson
• BTS — Matt Creighton

Ford has put a five-metre chrome stallion weighing almost five tonnes on tour first and the super-hybrid vehicle in mid-2027. The badge is carrying the launch, for now.