In a time where people are rethinking the way we live, Lynk & Co virtually launched in Europe with a drive to also rethink mobility. To find a model of movement that works for us and for the environment. And to apply our sharing economy to cars, which sit unused for 96% of the time.

Following a teaser campaign that was seeded in various European markets throughout the year, came time for the big reveal of the car sharing brand. But when lockdown measures meant an in-person reveal wasn’t possible, this virtual launch film took its place instead.

The film presents Lynk & Co’s brand purpose by confronting how the traditional automotive industry is part of the problem. On average, cars stand still 96% of the time. So, when the world coincidentally was forced to stand still, it became a powerful starting point for the film and its introduction of Lynk & Co as a mobility brand in Europe. Being mobile is something most of us have gotten a new appreciation for in times of lockdown and travel restrictions.

We were brought on as VFX partners with the honour of crafting visual imagery that’s as striking as the idea. It's no coincidence Lynk & Co’s launch event film starts with a scene of a rocket launch, only to have the rocket stop and hang eerily mid-air. The film continues to show a water droplet similarly frozen in time, brimming with energy. The contrast of standing still versus movement is perhaps best visualized in the recurring scene of the surfer, first waiting in an almost motionless sea, later being carried away by an enormous wave.

The aim was to have this feel like a poem to mobility, an abstract visual narrative to present the problem to which Lynk & Co offers a different solution. This approach also stands in contrast to the usual car ad, often focusing on speed, the technological advancements or its inherent features. With a strong focus on visual style and craft, ‘96%’ communicates how Lynk & Co is different, ultimately fuelled by its mission to connect with the community driving their cars.

The reveal was popular. So popular, in fact, that the servers crashed. After that minor hiccup, Lynk & Co restored the stream and shared a recording. The Reveal was viewed by 52.000 people in 123 countries. The news of the launch also reached an estimated 60 million people. Lynk & Co hailed the event as the most successful virtual brand launch in Europe.

Lynk & Co - 96%

CREDITS

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