How could a story about travel bring a core vehicle, the MKZ, back in to the media spotlight?
In mid-March, 2014 an unexpected group of creatives set off on a road trip in a Lincoln MKZ. Their route traversed the hustle and bustle of SXSW in Austin TX then eastward through Houston, New Orleans, Nashville and the Great Smoky Mountains.
The collective documented unexpected visions of the south on Instagram and Twitter. With the help of Grant Legan's social influence, we built a deeper connection to local artist culture and shared our approach for creating work that is "everything to a certain few." All photos and comments were aggregated within a bespoke hashtag: #destinationdixie.