THE CHALLENGE
The new brand manifesto, "The Human Side of Engineering", needed to be translated into the launch of the new Lincoln MKX.

THE OPPORTUNITY
Matthew McConaughey has been the brand ambassador for Lincoln for some time. He took part of a beautiful story where each feature was personified into an intriguing character and where they all came together to elaborate on the brand’s ‘human’ approach.

THE OUTCOME
The campaign consisted of videos featuring Matthew and the new characters, as well as digital expansions where the characters introduced each feature and helped you customize your own vehicle, as well as out of home installations where you could immerse yourself in the ultimate ‘man and machine’ experience.

Work done in collaboration with Hudson Rouge, NY | www.hudsonrouge.com