As Lincoln set out to reimagine itself, we needed to reach a new audience — one for whom Lincoln had no relevance. We developed a series of cultural reimaginings under the theme "Hello, Again," and this was the kick off, featuring musician Beck… reimagining David Bowie’s “Sound and Vision.”
The Lincoln campaign we built for the 2013 Grammy Awards was an evolution from the Luxury Uncovered retail campaign, wherein we peeled back the layers of preconceptions and badging to get to the core of what's important to shoppers. For this cultural moment, we brought the concept to life with an interactive musical performance by Aloe Blacc and a troupe of exceptional dancers, and then peeled back the layers of how it all came together in a campaign with the theme "Music Uncovered." This digital campaign included a YouTube takeover and an interactive partnership with Interlude, where a consumer could follow four unique storylines of the same video, each from a different character’s point of view.
This digital brand expression was launched in February 2015 to illustrate a core philosophy of the Lincoln Motor Company: respect for individuality. In support of a Grammys media campaign, we wanted to demonstrate this idea by tying together music and the uniqueness of one’s facial characteristics. Working with some of the finest technical designers and composers out there, we were able to build a program that can transform a selfie into a one-of-a-kind song. The campaign vastly exceeded expectations in engagement, and the millions of unique songs possible are far from finished.
A brand integration of Lincoln Motor Company for the Super Bowl. Launching and creating the spot with celebrity and Twitter integration. Project featured in: AdWeek Huffington Post New York Times FastCompany TechCrunch PSFK TrendHunter
Activating a campaign across integrated channels including branded content, social, paid, CRM, etc. Focused on social engagement, distribution, conversation, and branded content. (photo courtesy of VML)
Provided strategic, creative, and development oversight to the creation, launch and activation of the Irish Spring social ecosystem. With a focus on persona development and Irish wit, we generated content and actions to support the brand in the social environment.
A multi channel, dedicated launch of a new product. With emphasis on social activations with celebrity engagement and branded content, successfully launched the new product into the target market. (photo courtesy of VML)