Buick, The New Class of World Class. MacLaren McCann in concert with Motion Theory and Jam3 created an integrated campaign for the Vancouver 2010 Olympic Winter Games. The concept touted that, inherent in all great design there is true beauty. What better example than the new line up that Buick has created.
The broadcast showcases the parallels between the beauty involved in the graceful maneuvers of an Olympic skater and the flowing lines and exquisite design details of the 2010 LaCrosse.
The online component tells the story from a designers perspective. Dave Lyon walks the user through the transformation that Buick went through in order to reach this amazing new direction from front to back. Looking back over 4 years he walks us through all the various process and paradigm shifts the engineers and designers went through. An amazing success story not to be missed.
Group Creative Directors: Andre Le Masurier, Scott Couture, Gary Lennox
Art Directors: Michael Blain, Scott Couture & Andre LE Masurier
Copy Writers: Gary Lennox & Josh Haupert