Titled "Meet the Lucky Ones," the online effort uses a mix of short films and interactive elements to tell an episodic story involving a cast of ten offbeat characters. The storyline will evolve over the course of five weeks and fifty short films -- with a new film being added for every character each week. Users can also peruse the characters' belongings in an interactive environment for information that advances the plot.
Created by New York-based boutique Kirt Gunn & Associates for Mercury digital agency Wunderman/Detroit, the campaign was executed in conjunction with a roster of heavyweight creative talent that includes @radical.media and director Derek Cianfrance, who directed all the video elements; Mother/N.Y., who served as creative consultants; Da Ali G Show writer Ed Herbstman; and songwriter Stephin Merritt of the Magnetic Fields, who provided the series' theme song and other music.
The site also offers users the chance to become a "lucky one" with an opportunity to win a Mercury Mariner.