Ford Trucks are popular in the Middle East. But Ford's Truck motto, BFT (Built Ford Tough), needed some relevance. The people of the region are proud of their heritage, strength and their unique country. Trucks have been a way of life for them for over 40 years and only the toughest vehicles survive in this harsh environment. Truck are used for work, leisure and extreme fun, the desert is one big playground if you have a truck. The competition is like nowhere else in the world with nearly every automotive brand who build trucks are here in the desert. Ford have the biggest range of trucks in the region, the F-Series being some of the best in the world. With such great heritage and credentials, we needed to create a culture around the motto Built Ford Tough. We launched BFT 'Truck Life', a platform dedicated to those who live and breath Trucks. BFT Truck Life is a badge of honor, a sense of belonging, something to be proud of - nothing else matters. The campaign idea poked fun at ‘first world problems’ because if you live the BFT Truck Life, you couldn’t be further away from these 'pressing concerns.'