Lincoln launched a feel-good film in late December fronted by tennis superstar Serena Williams which celebrated the magic of snow and winter wonderland.
Based around the simple insight that some children have only ever seen snow on television or at the movies, so Serena and Lincoln brought the it to them in an orchestrated snowy surprise for kids at the Boys and Girls Clubs of Palm Beach County in Florida.
The surprise was captured in a fun, inspiring film full of smiles and laughs as kids sledge, make snow angels and throw snowballs for the first time ever.
Rolling out on 17 December and titled ‘2021 Lincoln Wish List: Serena’s Snowy Surprise’, the spot set out to relive the magic of experiencing your first snowfall through the eyes of children.
The snowy surprise spot was inspired by Lincoln’s annual ‘Wish List Sales Event’ campaign.
Director Ewurakua Dawson-Amoah commented: “Bringing this experience to life was the highlight of my year. The staff at the BAGC welcomed us with open arms and I was so grateful to bring this sweet surprise to an organisation I respect so much. I absolutely adore working with kids, and it isn’t every day I get to do something I love AND meet one of my all-time role models. This collaboration with Lincoln was a moment everyone will remember.”
The team at Greenpoint Pictures which developed the campaign included Founder Michael Kuhn, Creative Director Niles Roth, EPs Tatiana Rudzinski and Trevor King, HOP Karen Berkowitz, Associate Producer Lexy Leeds, Director Ewurakua Dawson-Amoah, Director Of Photography Adam McDaid and Producer Kathleen Handwerk.