We brought an Easter egg to life by turning a broadcast prop into a social content series.

Matthew McConaughey’s Journal.

For a luxury brand like Lincoln, every element in your storytelling should be considered. And when you create something starring Matthew McConaughey, you go into it knowing that every frame will be paused and analysed on YouTube.

Playing off this insight, the broadcast team saw an opportunity to plant an easter egg in Matthew’s journal which appears in the 2018 “Uncharted Waters” spot. Although seen just for a moment, observant viewers will notice that the sketch on the open page is that of Cyrus, the bull who Matthew encountered in a previous commercial.

Where the storytelling ends on TV, I saw an opportunity to continue the narrative on Lincoln’s social channels. In a series of Instagram Stories published as ‘chapters’, we brought the detailed pages of the journal to life through animation, showcasing the craftsmanship of the prop and telling the story behind a three-year campaign.