Agency: MRM/McCann
Campaign: Buick TourX “Happy Campers”
Chief Creative Officer: Jeff Cruz
Group Creative Director: Chris Bissonnette
Senior Art Director: Somer Myers
Senior Copywriter: Caitlin Pasqualone
Agency Producer: Wiebke Engel
Planning: Ann-Catherine Dargis
General Account Direction: Cathy Humenik
Account Team: Adrienne Coletti, Michael Stanford
Editor: Charlie Lee, Hudson Edit
Production Team: Washington Square Films
Producer: Andrea Theodore
Director: Michael McCourt
Sound Producer: Spencer Hall, Hudson Edit
Graphic Production: Hudson Edit
Still Photography: Engage M1
Digital Production: Wirewax
Client Approval: Katherine Campau, Mallory Woodrow
Synopsis:
MRM//McCann Takes the Buick TourX to Camp
Compelling New Work Reimagines the “How-To” Video Concept
With a brand new series of films designed to showcase the many capabilities of the Buick TourX, MRM//McCann Detroit has completely disrupted the formerly traditional territory of the “how-to” video.
Proof that learning how to set up your crossbars doesn’t have to put you to sleep, “TourX Happy Campers” follows a couple of adventure-seeking TourX owners as they explore both their new vehicle and the world around them. Seamlessly woven throughout each video are hotspots that viewers can click to learn more about a specific capability or technology. While the work incorporates elements of the current Buick look and feel, it maintains an individualism that underlines the fact that the TourX, Buick’s only wagon, is a standout vehicle.
The team was drawn to challenge the how-to video status quo, to push boundaries and do more, to reach the typical TourX owner. This outdoorsy, worldly, adventurous group wants something more out of the content they consume, or they’ll skip the content entirely. Seeing an opportunity to speak to Buick owners in a new way — to continue to entice and engage them even after purchase — the team set about creating work that not only informs and educates, but that tells a compelling story.
Cinematic, interesting and effective, “TourX Goes to Camp” helps TourX owners learn about their vehicles while further strengthening their relationship with Buick — and it represents an entirely new way of approaching the “how-to” concept.