Leading up to Lincoln’s launch of their MKZ mid-size sedan and MKC utility vehicle, OgilvyOne’s Shanghai team created four online videos attaching a distinct Chinese perspective to the American brand.
Instead of pop or international stars, two beloved Chinese artists with extensive careers – pianist Li Quan and contemporary dance choreographer Huang Dou Dou – 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 Douwell matched to Lincoln’s own messages of craftsmanship and unique artistry.
Working with up-and-coming director, Ms. Wang Yuxin, this series of films goes beyond the common to convey raw, artistic emotions inspired both by the artist’s personalities and the four cities in which the films were shot– Shanghai, Hangzhou, Qingdao and Guangzhou.
These films were originally released to coincide with Lincoln’s cross-country roadshow and are part of a wider digital campaign driving the Lincoln experience – 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.
See Lincoln Space films with English subtitles (links and videos below).