Lincoln Middle East / 2020
Lincoln Aviator
على دربي — choosing a path of your own.
- THE IDEA
- Connect choosing a path of your own with local stories, poetic Arabic writing and campaign calligraphy.
- MY ROLE
- Associate Creative Director
- Film views
- 33M
- Film completion rate
- 50%+
Reported in the campaign records. Snapchat activation results appear below.
- CLIENT
- Lincoln Middle East
- AGENCY
- GTB (Y&R Middle East)
- ROLE
- Associate Creative Director
- TYPE
- Luxury / Local storytelling
The campaign
Lincoln Aviator’s “على دربي” campaign grew from a tension familiar to young people in the region: the career expected of them, and the life they want to build. The films followed different protagonists finding their own way, connecting that independence with a new chapter for Lincoln.
Poetic Arabic writing and local stories gave the films their voice, with Arabic calligraphy closing each story. The campaign records report 33 million film views and a completion rate above 50%.
- PRODUCTION
- electriclimefilms
- DIRECTOR
- Josh Hayward
- CINEMATOGRAPHY
- Tommy Daguanno
DIGITAL ACTIVATION / SNAPCHAT
Aviator, in your driveway.
To support the launch and encourage test-drive bookings, a Snapchat World Lens let people place a virtual Aviator in their surroundings. They could explore its colours, hear the engine and see how it might look in their own driveway — bringing the car into their world before they visited a showroom.
- Swipe ups
- 75K+
- Shares
- 33K+
- Of campaign website traffic
- 49%
- Average play time
- 38 sec
Results reported in the campaign materials.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.