Consumers lacked an understanding of Lincoln’s rich heritage, so we gave them a revealing history lesson.

With a high-tech twist.

When Lincoln returned to its roots (including a name change back to The Lincoln Motor Company), consumers struggled to connect with the brand and its 90-year+ heritage. Even their national advertising strategy hinged on this.

We reimagined what made the company great in the first place, and created an app and a printed brochure that merged the past and present in a way that allowed consumers to experience it firsthand.

Brand perception, shopping intent and other key behavior measures improved significantly after viewing. In addition, the creative execution won several awards, including a Davey.