LEAVE THE OWNERSHIT BEHIND with Lynk & Co.

Lynk & Co unveils a new marketing campaign encouraging Europe to re-think ownership, how we use cars, and what a car brand can be.

With our newest campaign, we are focused on building brand awareness by connecting with people searching for simple, flexible mobility but who aren’t aware that a solution like Lynk & Co even exists.

Lynk & Co is a mobility brand. And we make a damn good car. And you can buy it. Or you can borrow it. Or you can subscribe to it on a month-to-month basis. Oh, and we have beautiful retail spaces called Clubs, that are all about connecting with the people around us and building communities. In short: Lynk & Co is a lot of things—but how do you explain a brand that’s so diverse and flexible in one billboard?

Created with Jung von Matt Stockholm, the campaign boils down the complexity into provocative copy and a vocabulary that sharply reflects the Lynk & Co brand. The campaign was guided by simplicity, but, as always, simplicity can be tricky. The goal was to be smart but not pretentious, clever but not intricate, and provocative while still elegant.

The campaign visuals were shot (literally) in-house by capturing textures, colors, and materials from Lynk & Co Clubs across Europe. The aim was to connect the Lynk & Co experience across touchpoints to make the brand feeling recognizable to the current members and soon-to-be-members alike.

In the end, the campaign sends a clear message: Lynk & Co is whatever you need us to be, while never sacrificing exactly who we are.