Lincoln Motor Company x Fast Company, Custom Print Execution
Integrated Print Campaign.
The Lincoln Motor Company was born out of a respect for individuality -- which sounds like a load of advertising's finest BS. But, I can explain. The Mercedes, BMWs and Audis of the world craft perfect machines that dictate to the driver. But Lincoln crafts automobiles by starting with the driver and going from there.
For the launch of the 2013 Lincoln MKZ not only did we create print ads that celebrated the individual, we went further by casting real people and exploring them in a Fast Company Editorial.
Headline: Statistically speaking, they're all the same person. (But we're not about statistics.)
Fast Company Magazine; 4-color spread with gatefold for Lincoln Motor Company.
Body copy: When did luxury lose focus on the individual and start seeing us all as one? When did it swerve from a singular vision and head for the middle road? We’re not sure who led this detour, but a new road starts here with the 2013 MKZ by the Lincoln Motor Company. Now with an innovative push-button shift designed to create an elegantly open and very personal, interior cabin space. Get to know the MKZ at Lincoln.com.
Headline: The car most driven on the road less travelled.
Body copy: Like individuals, no two journeys should be alike. Which is why we’ve dramatically opened up our all-new 2013 MKZ with a retractable panoramic glass roof. Giving you a whole new appreciation for the oddly-shaped cloud, the inspiring steeple and the occasional neon cowboy. The sky just called shotgun. Get a panoramic look at the MKZ at Lincoln.com.
The magazine print campaign offered an introduction to the brand and its focus on individuality. Each ad featured a group of people who, at first glance, could easily be categorized, but who Lincoln recognizes as unique individuals in their own right.
