Lynk & Co's still life

The figure of 96% is, the campaign states, the average amount of time that cars are static.

This film, co-created and directed by Caroline Koning through HALAL, stylishly highlights what the world might look like if the world came to a standstill, while also offering hope that a new automotive approach can be beneficial to all. 

“This insight, that cars stand still 96% of the time, makes one rethink how we use our resources," says Koning. "It just seems like such a waste. More importantly, it makes one think about mobility. Being mobile is something most of us have gotten a new appreciation for in times of lockdown and travel restrictions. I wanted the film to feel like a poem to mobility, an abstract visual narrative to present the problem to which Lynk & Co offers a different solution. This approach also stands in contrast to the usual car ad, often focusing on speed, the technological advancements or its inherent features. 96% communicates how Lynk & Co is different, ultimately fuelled by its mission to connect with the community driving their cars.”