In the spirit of continuing its efforts to inspire, The Lincoln Motor Company has created a new branded content series, “The Journey,” a campaign that explores inspiration, entrepreneurship and people who have followed their dreams within the African-American community.
Award-winning singer/songwriter and Lincoln Ambassador Emeli Sande’ shares her “Journey of unconditional love” as part of the series. Sande’ is the first artist featured in the program that hopes to inspire new ideas, approaches and possibilities.
“My ambition in releasing music was never really commercial,” said Sande’. “The opportunities have been both incredible and humbling. I like working with people who inspire me, that I feel comfortable with and see what comes.”
The campaign, which will consist of seven docu-style videos and behind-the-scenes images, will live on www.now.lincoln.com. The program also consists of advertorial features for both print and digital media, and also will include integrations and talent appearances during various Lincoln events throughout 2014.
“As Lincoln continues to tell its reinvention story and attract a more culturally progressive luxury client, opportunities such as this continue to be of great importance,” said Shawn Thompson, Lincoln Manager, multicultural marketing. “These individuals have such inspiring journeys that quite frankly resonate with the brand attributes of Lincoln Motor Company.”
In addition to Sande’, the series will feature award-winning filmmaker Nelson George; award-winning director Kenny Leon; award-winning artist Danny Simmons; artist Afua Richardson; photographer Terrrence A. Reese; and acclaimed couture designer Bobby Joseph.
The footage for the program was shot throughout various locations across the country and will be shared via Lincoln’s social channels, including Facebook, Twitter and Instagram.
Joseph will be the next featured artist in the campaign.
