Lincoln Lives Dreams Online

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Lincoln and interactive agency Kirt Gunn & Associates shared a simple dream: to inspire car-owners to achieve dreams of their own. To make that dream come true, they worked with Y&R/New York and Wunderman/Detroit to create, an online social network built around 25 documentary short films that depict real people bringing lifelong goals—like building a dream house, climbing a mountain or making an independent film—to fruition. "It's really the fundamental principle behind the American ideal: that you should be able to do anything you want to," says KGA principal Kirt Gunn. "We felt it was an idea that an American automaker like Lincoln could own with some integrity." Casting and shooting for all 25 films was completed in about a month, and the website also features an assortment of community tools that allow visitors to share resources and connect with like-minded dreamers. "This was our first shot at creating a social network, and since about 90% of them don't take off, we were a bit scared," says Gunn. "But the activity has been strong, and we have many more participants than we expected."
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