THE BRIEF: The luxury auto category paints a weird picture of winter: red bows, perfect snow, and people making $100k purchases to surprise their significant others. How can we stand out?
THE IDEA: Bring Luxury Should Be Lived In to winter and make the brand feel real and relatable by showing how people actually spend winter.
For the QX60, a family SUV, we showcased one real family moment in various lengths for tv and online video, then created 3 separate :06s for social heroing different car features. For static image posts, we created collages that told a story while showing off the special features of the model.
