8 years before Common’s standout appearance at the 2015 Oscars, UniWorld tapped the Hip Hop star to be spokesperson for the 2008 Lincoln Navigator. His down-to-earth authenticity was highlighted in a pitch perfect 360-degree campaign that delivered national broadcast TV, radio, print and experiential efforts in support of his own Common Ground Foundation. Along with the Lincoln MKX and the Lincoln MKZ, this campaign helped the brand achieve 13 months in a row of higher retail sales, for a total sales increase of 14% for the year.
ACD/ART DIRECTOR: PAUL JAMES
GCD/COPYWRITER: LISA LLEWELLYN
It is a rare occurrence when cable networks give up three and a half minutes of commercial airtime. But such was the case with the introduction of the 2009 Lincoln MKS on the 2008 BET Award Show. With a sky’s-the-limit production budget and the choice of Marvin Gaye’s “I Want You” as the soundtrack, a real moment in Lincoln advertising history was born. Not to mention the success of the #madcrazylove hashtag, tweeted out in record numbers by the VIP guests inside the Lincoln Lounge.
AWARD: 2009 Urban Wheel Award for Best Diversity Broadcast
ACD/ART DIRECTOR: PAUL JAMES
GCD/COPYWRITER: LISA LLEWELLYN
FEELS GOOD:
The amazingly affordable technology of the 2011 Ford Edge Sport was the focus of this upbeat, fairy tale campaign that utilized TV, print and digital as its main points of contact with early adopter Millenials. What better way to communicate the intuitive, completely gratifying experience of all the latest technology than with the iconic 90’s anthem “It Feels Good” by Tony Toni Toné. The soundtrack created an immediate emotional connection to the audience, resulting in life in an impressive lift in sales during the run of the campaign.
ACD/ART DIRECTOR: JAREK CARETHERS
GCD/COPYWRITER: LISA LLEWELLYN
Aspiration. Sophistication. Relevancy. The 3 must-have qualities for Lincoln Brand Ambassadors played to perfection with the choice of wedding dress designer Amsale Aberre as spokesperson for 2008 Lincoln MKS. While television and print created awareness of the vehicle, it was the bridal fashion show at the Time Warner Center during Fashion Week 2007 that generated a ton of great PR and online buzz. Eva Marcille and Toccara Jones from America’s Top Model made their notable entrances, gorgeously topping the list of VIP guests.
ACD/ART DIRECTOR: PAUL JAMES
GCD/COPYWRITER: LISA LLEWELLYN
As Amsale was the ideal brand ambassador for the Lincoln MKX, so too was Scott Tucker for the 2008 Lincoln Navigator. In communicating the updated vehicle’s practicality and bold style, we leveraged this Brooklyn-based furniture designer’s Raunjiba line and let the magic happen seamlessly.
ACD/ART DIRECTOR: PAUL JAMES
GCD/COPYWRITER: LISA LLEWELLYN
In 2010, the car most heralded by social media was unquestionably, the 2011 Ford Fiesta. While general market gave away 100 cars for consumers to leverage on their social networks, we hosted a 3-day event at Howard University where students and contestants connected their own colorful style to the actual vehicles. Celebrity judges included the ENYCE Founder Tony Shellman and ESSENCE Editor-in-Chief Constance White. In one seamless production, enough content was generated for TV, print, radio e-zines and banners for less than $200,000 – the most cost efficient production in FORD/UWG history.
ACD/ART DIRECTOR: JAREK CARETHERS
CD/COPYWRITER: DENISE BYRD
The 2011 Ford Explorer was in need of an idea that would communicate its technologically advanced features in a breakthrough and memorable way. Enter comedian Kevin Hart. And the creative team who toiled mightily to make his manic genius relevant and on point. Utilizing green screen technology, the online effort featured a hapless Kevin in a variety of weather conditions where a roll over of the mouse took viewers for a ride into the mind of one of America’s most popular comedians. While television and print created necessary awareness – the online was the crowning jewel in the effort.
GROUP CREATIVE DIRECTOR: LISA LLEWELLYN
ACD:/ART DIRECTOR: WISDOM HARRIS
ACD/COPYWRITER: DEMETRIUS HILL
Award: 2012 Mixed Media, National Consumer Silver ADDY® Award for FORD EXPLORER featuring Kevin Hart