Our mission at Carmichael Lynch is to create devotion to brands. We build some of the most beloved and iconic brands in the world. Look closer at our client stories, and you’ll see a pattern...read more
February 24, 2012
Everyone has a first car story. Subaru of America, Inc. and its creative agency, Carmichael Lynch, are tapping into the universal emotion of loving your first car in a new integrated campaign for the 2012 Subaru Impreza. The hub of the “First Car Experience” campaign is a website, www.firstcarstory.com, which allows users to create an animated, shareable video that visually recreates the story of their first car. Firstcarstory.com visitors can type a description of their first car and the story behind it. Using cutting-edge language recognition and animation technology, the site then generates a custom short of the story in real-time. The completed shorts, set to music and given a voiceover, are sharable via users’ social networks, so friends can relive their first-car adventures too. The animation technology was brought to life by Carmichael Lynch production partners MINIVEGAS and rehabstudio. "A lot of firsts come with your first car: first dates, first long-distance drives and so much more,” said Dave Damman, chief creative officer of Carmichael Lynch. “Owners look back on their first car with love for a joyous time in their life. We captured that energy and excitement again with this site. It provides a fun, entertaining and engaging way to share that story."