BUICK REFRAMED
A thumb-stopping approach to repositioning a brand with 100+ years of history
Buick is an American classic known for luxury and comfort. But have you seen Buick lately? Their new line up of cars is sleek and stylish, perfect for a younger generation that values design.
But how do we make sure they’re paying attention?
Striking modern art—with a twist
Modern art is surely a passion point of our younger audience. So to highlight the striking design of Buick’s new models, we put them in art galleries. Well kind of.
In “stumble upon” style videos set in museum spaces, each Buick model was revealed in a dramatic and artistic way that celebrated a key design feature of the model. The twist: we used digital art to add an extra element of “Did I just see that?”
Reaching new audiences
In a world of car ads blending together, we stood out. The campaign broke records in both viewer numbers and engagement, becoming Buick’s most-viewed social posts ever.
With +16 million views, and +125,000 engagements, our social-first, earned-first approach didn’t just reach new audiences—we got them talking about the new line-up as well.
Not too shabby for a brand that’s over a hundred years old…!
