ANNE MARIE LONGTINE

CONCEPT // CREATIVE DIRECTION

Here's the thing...

We've all seen the same old holiday car commercials that pop up right around Thanksgiving time: The perfect tree. The perfect snow. The perfect hot chocolate in your perfect mug in your perfect hand -- cut to that perfect hand steering the wheel of a perfect luxury car on the perfect road! You get the picture.

So when we set out to create a holiday campaign for Infiniti, we knew we couldn't do traditional.

We had to build a story that was true to Infiniti and their drivers. And so we created a spot about starting new traditions, Infiniti style. It's not about throwing old ones away (we still like Christmas), it's about making traditions as unique as you and your car are.

We encouraged people to start a new tradition by not only purchasing a different kind of luxury car, but also by planting a tree instead of cutting one down.

We partnered with the Arbor Day Foundation to plant 35,000 trees across the United States and then let our drivers get in on the new tradition by letting them adopt a tree of their own that we would plant on their behalf.
Check out our tree-planting progress here.