+85%volume sales, year over year, across the Continental and Navigator launches
#2China became Lincoln's second largest market, after the US
Challenge
China's luxury auto market is one of the most competitive in the world, and the advertising in it is usually busy, loud, and full of meaningless aspirational imagery.
Idea
Be quietly stunning. The same thoughtful gravitas as the car itself cuts through the noise.
The Work
Launch broadcast spots, plus the Door and Seat spots. All creative was written and approved in English first, then translated to Mandarin for national broadcast.
