How W+K Launched the Ultimate Sasquatch-Searching Vehicle 

In search of a legendary creature

Four years after relaunching the Ford Bronco, the competition began to emulate the success we found with outdoor adventure messaging and utilitarian vehicles. We knew it was time to break through once again. 

We had to double-down on Bronco’s capability in the wilderness in a way that felt fresh. So we called on people to “get back out there”—and not just in the way you’d first expect.

In the wild, there are many intriguing creatures, some real, some fictional (depending on who you ask). We found that our audience had a notable interest in the undocumented—specifically, Sasquatch; rumored to come out of hiding in the fall. Indeed, Sasquatch has been in the spotlight in 2024. Google Searches were up 17 percent YOY and a movie detailing his life debuted at the Sundance Film Festival. 

We initially tapped into this interest by depicting two groups of Sasquatch searchers teaming up in their pursuit. At the end of the spot, they catch only a glimpse of the beast.

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Then, when sighting season hit, we got serious. To find Bigfoot, people would need a vehicle custom-made for the job. Introducing the Ultimate Sasquatch-Searching Vehicle. It’s a customized Ford Bronco with a camouflage wrap, built-in cameras to catch every angle, Sasquatch detailing and off-roading features to follow Bigfoot through the harshest terrain.

To get the message out, we took over virtual and real-life places where Sasquatch searchers congregate. We also went straight to the creature’s rumored home in the Pacific Northwest during peak Sasquatch hunting season, with wild postings and street signs calling all believers to action. 

Since we know Sasquatch searchers are quick to dive into solving a mystery, each media channel presented a different puzzle to solve; including a wheel cipher and a strange phone number. If someone solved the puzzle, they might win the vehicle. When we finally revealed the Ultimate Sasquatch Searcher, we did so with shaky hand-camera footage synonymous with the most iconic sightings.

We had a blast thinking outside the box and celebrating Bronco as the most capable outdoor SUV on the market during peak Sasquatch season.

Will some searcher finally find Sasquatch in 2024? We’ll have to wait and see.