Lincoln’s sponsorship of the 2016 Dubai Jazz Festival gave the brand four spaces to own: a consumer activation zone, a vehicle display, sitewide branding and a VIP viewing deck, with the 2016 MKX luxury crossover as the star. We made the activation zone the Jazz Pad, a place guests could check into as if it were their own, where the MKX’s craftsmanship and innovation were told in the language of the music outside.
The copy played the tune. Room enough for the whole band for the interior, push-button shifting as all in the fingers, adaptive steering as improvisational, the 360-degree camera as incredible instrumentation, six new wheel designs as an incredible line-up, and Revel audio as finely tuned, the art of luxury meeting the science of sound. The VIP deck put the best seats in the house under the Lincoln name, and the car became the quiet headliner of the festival.
