Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Amsterdam creative studio HALAL has created a new campaign called ‘This is Not a Car’ for disruptive mobility brand Lynk & Co. With this new campaign – shot by a female director and a female photographer – Lynk & Co and HALAL pose a question: When is a car not a car?
The campaign juxtaposes the claim that ‘this is not a car’ with what is clearly… a car. The idea is that viewers then ask themselves ‘If it’s not a car then what is it?’ The execution then sets about giving as many different answers as possible – showing that Lynk & Co is about much more than just the handsome vehicle parked outside.
So, when is a car not a car? “When it’s so much more”, says Robin van der Kaa, Executive Creative Director at Lynk & Co.
Lynk & Co is challenging the automotive industry by offering mobility ‘on your terms’ – a new way to own, use and share cars. Whether that’s month-to-month membership, or buying one of its innovative vehicles outright – now nobody needs to let their car gather dust and take up space. It can be shared with friends, family, and neighbours with just a couple of taps. Just like a pizza.
The campaign is launching across digital and social channels and is led by a hero film which is conceived and produced by HALAL and directed by Caroline Koning, known for her recent Nike ‘New Girl’ and other work for Loewe and Wrangler.
Robin van der Kaa, Executive Creative Director at Lynk & Co: “With this campaign, we challenged ourselves with a question: When is a car not a car? Our idea and concept are radically different from how things have been done before in the automotive industry, so it made total sense to create a campaign that’s modern and true to real life. In other words, the antithesis of traditional car advertising. We’re happy to have been able to work with some incredible creatives to bring the campaign to life, and we’re so excited to share our vision for the future of mobility with the world.”
Lynk & Co is currently available in Germany, France, the Netherlands, Sweden, Spain, Italy and Belgium.