Carmichael Lynch, Minneapolis Follow Update

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Carmichael Lynch launches groundbreaking website for Subaru Impreza, tapping into First Care "Love"

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,, which allows users to create an animated, shareable video that visually recreates the story of their first car. 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."