"The Guitar Amp Made Out of a Car" The Lincoln Motor Company
Lincoln is perceived in the US as a sleepy luxury brand for older people.
We needed to present the craftsmanship of the new flagship Continental to younger, cooler drivers who weren’t interested in Lincoln, but very interested in music.
We introduced the craftsmanship, materials and design of the car in the form of a one-of-a-kind amplifier—made entirely from the luxurious components of the Continental. With the help of virtuoso guitarist Gary Clark Jr., we created over 30 pieces of original content using the amp, and released them over Grammys Weekend.
RESULTS: The collaboration infiltrated the social conversation during the Grammy’s telecast and Lincoln was able to communicate aspects of their new luxury vehicle through a shared passion point with a younger consumer.
2017 AMP Awards
Best Band+Brand Partnership