Lincoln
THE LITTLE ENTREPRENEUR
Repositioned a sales event into a storytelling opportunity destined for the silver screen.
TURNING A RETAIL BRIEF INTO A NATIONAL, CINEMA-WORTHY BRAND STORY.
Lincoln’s annual Wish List Event is typically a tactical retail promotion — short, functional, and confined to dealership messaging.
We saw the chance to elevate it into something with genuine emotional resonance.
Our insight was simple:
Holiday generosity doesn’t begin with grand gestures. It starts with small acts of kindness.
And that spirit aligned perfectly with what Lincoln wanted to stand for.
So we transformed the Navigator’s split-gate feature into the heart of a cinematic narrative. A young girl turns her father’s tailgate into a hot-cocoa stand. The story ends with a simple, powerful gesture: she donates her earnings to a bell ringer collecting for charity, proving that the most incredible luxury isn’t what you own, but what you share.
A PRACTICAL FEATURE BECAME A STORYTELLING DEVICE. A RETAIL EVENT BECAME A FILM. AND A SALES MOMENT BECAME A HOLIDAY MESSAGE WORTH SHARING.
DIARY OF A CCO
(SOCIAL)
This groundbreaking project continued to receive positive responses from both the public and the press. We were honored to unpack more about the project in Adweek’s Adnatomy and even participate in a live panel discussion at Cannes.