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To launch the Acura ILX for millennial audiences, the campaign drew inspiration from fashion, street culture, and mobile trends, introducing bold web colors, interactive social stickers, and a groundbreaking mobile driving experience. A first-of-its-kind Instagram Stories car builder allowed users to customize their ILX with stickers, animations, and accessories, with contributions from top influencers and Giphy artists.
This innovative approach opened new creative territory for Acura, earning two Graphis awards in design and advertising and redefining how the 30-year-old brand connects with a younger audience.
Created at MullenLowe Los Angeles.
ECD: Margaret Keane, CDs: Ty Hayward, Mike Czako, Martin Pagh Ludvigsen, Creatives: Sean Stell, Design Director: Florencio Zavala, Designers: Norman Brown, Christian Perez-Morin, Sandra Seo. Sticker animation: @valeris, @hazenbecker, Taylor James.