LINCOLN
THE CHEF
HOW DO YOU SELL PEOPLE ON A FEELING?
For Lincoln’s Spring Sales Event, we were tasked with developing a new campaign platform to redefine how Lincoln shows up for Sales Event, not just this season but every season. Instead of focusing on the event itself, we focused on something innately human and something Lincoln’s been about since day one….the feeling a drive gives you.
WE BRANDED IT AS ‘THE LINCOLN FEELING.’
Each spot will highlight a different emotional moment for our character in a different season, making you feel like you’re dropping into a grounded everyday moment. Each driver should feel real, relatable, and most importantly, like someone you’d want to hang out with in your day-to-day.
So, for Spring, we focused on the very human experience of finding inspiration where you least expect it. That unexpected spark that happens when you let your mind wander. And how Lincoln’s calm, human-centric design helped make that moment.
TURNING EVERY CREATIVE’S LEAST FAVORITE TASK INTO A POSITIVE.
The hallmark of every Sales Event is the 20 second cut for broadcast. A tricky feat when you’re trying to convey emotion and a storyline
So, we leaned on flutter cuts and non-linear story telling to get our plot across in less time. brand to l
Using an impressionistic editing style, we turned our spot into gorgeous social content that made users feel like they were behind the wheel.
SOCIAL THAT’S ARTFUL.
Collaborators: Jon Pearce (CCO), Stephen Paul Wright (Creative Director), Shareen Stanfa (Copywriter), Division7 (Production Company), Trim Editorial, Rare Medium (Color), Logan Zillmer (Photographer)