In a country filled with vehicles, Lincoln and OgilvyOne Shanghai have joined forces to make a difference in the brandâ€™s entrance into Chinaâ€™s luxury market with a touch of distinctive Chinese aesthetics.
Leading up to Lincolnâ€™s launch of its MKZ mid-size sedan and MKC utility vehicle this week, OgilvyOne Shanghaiâ€™s team has created four online videos attaching a distinct Chinese perspective to the emblematic American brand.
Instead of pop or international stars, two beloved Chinese artists with extensive careers â€“ pianist Li Quan and contemporary dance choreographer Huang Dou Dou â€“ were enlisted as spokespersons.
While very different types of performers, both are known for melding time-honored art with their own refreshing creativity. This juxtaposition of history and modernity, imagination and fierce training makes Li Quan and Huang Dou Dou well matched to Lincolnâ€™s own messages of craftsmanship and unique artistry.
Working with up-coming director Wang Yuxin, this series of films goes beyond the common to convey raw, artistic emotions inspired both by the artistâ€™s personalities and the four cities in which the films were shot â€“ Shanghai, Hangzhou, Qingdao and Guangzhou.
â€śIt was important to tell a story with the potential to connect to people emotionally, not simply another car commercialâ€ť says Darren Crawforth, executive creative director of OgilvyOne Shanghai.
â€śEach of the cities were essential to the character of each film and, when seen through the eyes of Li Quan and Huang Dou Dou, a commitment to design, elegance, quality and detail really comes to light.â€ť
These films were originally released to coincide with Lincolnâ€™s cross-country roadshow and are part of a wider digital campaign driving the Lincoln experience â€“ including physical car showrooms where, in addition to being able to buy the MKZ and MKC, customers can recline on leather sofas in a lounge-like interior, sip tea and engage in unhurried contemplation.
â€śThere isnâ€™t a salesman waving around a clipboard looking for the hard sell,â€ť Darren continues. â€śThis is a heritage brand expressed with a sense of modern luxury, and buying a Lincoln is all about the experience of the journey. Our films are just a start to other exciting digital campaigns coming out this year.â€ť
â€¨Agency: OgilvyOne Shanghai
Executive creative director: Darren Crawforth.
Writers: Darren Crawforth, Stanley Tao, Eddie Li.
Director: Andrea Wang (Wang Yuxin)
Producer: Tina Zhuang
Production house: Steam Shanghai.
Agency producer: Eddie Li.
Account: Leon Yuan
Media agency: Mindshare