As an older brand on a mission to appeal to young adults, Mercury turned to the internet to offer web films and interactive stories in a campaign that unfolded over the course of five weeks. "Meet the Lucky Ones" featured 50 two-minute films about four generations of family coping with change. With one film per character appearing each week, viewers could see them sequentially or randomly, but the more they saw, the more it was evident how the characters' stories of love, duty and luck intertwined. For example, one character, Sharon, receives a graduation gift of a Mercury Mariner in the first week's episode, but it is revealed that she dropped out of school and must tell her parents. Ultimately she gives the car to her mother, whose storyline depicts an unhappy marriage. In addition to the films, visitors to the web site could explore the desktops, fridges and suitcases of the characters, piecing together their lives and quirky tendencies. Carefully written, shot, scored and designed, the campaign was an excellent example of quality branded content while keeping marketing values such as discovery and approachability in sight.
Client: Lincoln Mercury Agencies: Wunderman, Y&R/N.Y., Kirt Gunn & Associates Creative Consultant: Mother N.Y. Writer: Ed Herbstman Director: Derek Cianfrancefirstname.lastname@example.org Music: Stephin Merritt Editor: Gregory Brunkalla/Outpost Digital