Creativity

Mercury: Meet the Lucky Ones

Automaker Mercury has staked out the Yahoo! homepage today with a promotion for its elaborate new inter

Published on Nov 01, 2004

Editor's Pick

Automaker Mercury has staked out the Yahoo! homepage today with a promotion for its elaborate new interactive narrative aimed at promoting the Mercury Mariner SUV.


Titled "Meet the Lucky Ones," the online effort uses a mix of short films and interactive elements to tell an episodic story involving a cast of ten offbeat characters. The storyline will evolve over the course of five weeks and fifty short films -- with a new film being added for every character each week. Users can also peruse the characters' belongings in an interactive environment for information that advances the plot.



Created by New York-based boutique Kirt Gunn & Associates for Mercury digital agency Wunderman/Detroit, the campaign was executed in conjunction with a roster of heavyweight creative talent that includes @radical.media and director Derek Cianfrance, who directed all the video elements; Mother/N.Y., who served as creative consultants; Da Ali G Show writer Ed Herbstman; and songwriter Stephin Merritt of the Magnetic Fields, who provided the series' theme song and other music.



The site also offers users the chance to become a "lucky one" with an opportunity to win a Mercury Mariner.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Nov 01, 2004
Production Company:
@radical.media
Client:
Mercury
Director:
Derek Cianfrance
Music:
Stephin Merritt
Writer:
Ed Herbstman
Creative Consultant:
Mother Mother
Agency:
Wunderman
Interactive Agency:
Kirt Gunn &Associates

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.