Edsel Ford designed his first Lincoln models to please the individual. So we asked the Twitter community for their favorite road trip memories. From their stores we weaved together a yarn complete with Aliens, Alpacas and a biker gang, creating a spot crafted around the individuals who shared them. Just like Lincoln’s automobiles.
We began by facing a hard truth: the once iconic brand had fallen far from the throne of cultural relevance. Our goal was to get them back on the cultural map with “Hello, Again.” A program that invites artists from varied creative fields to reinvent a classic creation. What does this have to do with Lincoln, exactly? The Lincoln Motor Company was born from automakers taking a second look at the classic car and recreating it into something new.
We created a first of it's kind 360 degree VR experience centered around a Beck concert where he covered a David Bowie song. Read more about the experience in Fast Company.
As an automobile crafted for individuals, we decided to make our announcement through a simple, classic newspaper ad. Because what could be more personal than a letter written for an audience who appreciates craft and the written word.