LINCOLN MKC
We gave the 360 interior tour a plot.
Every car launch has a 360 interior tour of the features. Ours had a driver, you in the passenger seat, and a chase
THE CHALLENGE
Lincoln was rebuilding the brand for a younger buyer and the MKC launch was the first proof point. The category default for a launch is showcasing features, which is the least watched form in advertising and exactly what this audience skips.
WHERE I CAME IN
Made the interior tour the story. You're having coffee with Sam Page when his wallet gets lifted, and a second later you're in the passenger seat of an MKC chasing the guy down. Park-out assist and forward collision warning aren't demonstrated, they happen to you while you're trying to keep up. Gave the 360 a reason to exist. A passenger is someone who would naturally look around. The control mechanic and the story wanted the same thing, so neither had to be explained. Let the entertainment carry the brand. Cast a working actor, cut it like a chase sequence, kept Lincoln out of the foreground. Distribution followed the same logic: Andy Cohen, Johnnyswim and Kimatni Rawlins put it in front of people who weren't looking for a car ad.
ROLE
Concept, Creative Direction
CLIENT: Lincoln Motor Company
AGENCY: Hudson Rouge
SCOPE: 360 interactive film, social,
influencer campaign
IMPACT
The FWA, Site of the Day
Coverage in Adweek, ClickZ, Business Wire and AutoEvolution
Part of Lincoln's broader repositioning toward content-led brand work
