THE ALL-NEW LINCOLN NAVIGATOR
Our campaign for the All-New Lincoln Navigator was more than just a nameplate launch. As Lincoln’s signature luxury SUV, we saw the Navigator as a rebirth for the brand across the Middle East — and particularly in the GCC region. It was crucial that we crafted a campaign that not only would it resonate to the desires of our key demographic, but also to their aspirations.
MASTERY IS IN THE DETAILS
We drew inspiration by examining the Navigator’s exquisite craftsmanship, from the graceful lines that swept its commanding body to the handcrafted touches etched in every detail. The result was Life, Mastered. A 360-campaign steeped in the region’s most cherished tradition – the craft of pearl diving.
DIVE INTO THE HEART OF MASTERY
Supplementing our campaign was an interactive canvas that plunged users into an immersive dive replete with wonder and folklore.
THE INSTAZINE | AN IN-DEPTH LOOK
On launch day, we transformed Lincoln Middle East’s Instagram account (@LincolnMiddleEast) into an interactive hub. We culled our campaign assets from a variety of media sources, creating a captivating mosaic in the form of an Insta-zine that allowed users to dive deeper into our story, gathering nuggets of information about the time-honored tradition.
OUR 2018 EFFIES SUBMISSION
The video also serves as an overview of our campaign efforts, from e-mailers and banners to social media posts and OOH.