Ford is marking the launch of the new Focus with a 20-tonne, 30-metre-long installation of giant six-metre-tall interactive letters reading ‘FOCUS’ in London’s Potters Field. The letters are supporting the Pride Festival this weekend and will display a St George’s flag for England’s quarter-final World Cup game against Sweden.
Edmund Rogers is from Ford’s GLOBE group – an employee resource group for sexual orientation and gender identity. “Ford has a strong history of supporting LGBT rights, and Pride, so we’re very proud to be flying the flag in support of Pride 2018,” he said.
The letters are made up of 540 LED video tiles, and they took 6,000 hours to fabricate. Embedded with Artificial Intelligence, they (somehow) interact with passers-buy to, claims Ford, “discover and highlight their interests or passions”.
These passions are then displayed across the giant LED letters – which visitors can then share on Facebook. Ford’s also brought some new cars to display alongside the letters.
“The Ford Focus has an extensive fan base, coming from nearly two million customers over 20 years,” said Andy Barratt, Ford of Britain chairman and managing director.
“Those in London over one of its busiest weekends can celebrate the arrival of the 2018 Ford Focus by sharing their passions via our giant F-O-C-U-S letters.”
The letters will be on show until Sunday 8 July, after which they’ll carry on travelling through a five-leg European city tour.
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