The Self-Braking Trolley
The Self-Braking Trolley

Background
Ford is a world leader in new automotive technologies. Only the world doesn’t seem to know it. And anyone who does, still isn’t sure about the real-life benefits of these complex, cutting-edge systems.

So we created the Interventions series. A collection of films, bringing Ford technology into everyday situations. We started with the Quiet Kennel, shortly followed by the Lane-Keeping Bed.
Next, it was time to introduce the Self-Braking Trolley.
Strategy
Pre-collision assist uses sonar-like technology to detect obstacles in front of your vehicle, and automatically applies the brakes if it needs to. Essentially, it helps prevent you driving into things, and we needed to communicate that benefit in a way people could relate to.
So, we took the tech out of the car to help us solve an everyday problem: supermarket trolley collisions.
Creative Idea
Trolleys have a mind of their own. So do kids. Put them together and what do you get? Groceries everywhere and plenty of frustrated fellow shoppers.

Ford can’t stop kids being kids. But they do know how to stop collisions. And so, the Self-Braking Trolley was born.
Execution
We created a film to promote the bespoke-designed Self-Braking Trolley, with an iron frame and a container ‘bag’ made from recycled plastic.

The base of the trolley holds LIDAR technology; the same tech used in automotive and autonomous cars. It uses laser light to scan the path ahead, and automatically brakes when it detects an obstacle within 2 metres. So no more collisions with shelves full of jam!
The Self-Braking Trolley
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Project Made For

The Self-Braking Trolley

The Self-Braking Trolley: a prototype designed help stop collisions in supermarkets. Taking inspiration from Ford Focus Pre-Collision Assist tech Read More
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