Lotus: Faceless

CMW created an unusual campaign to promote an unusual vehicle – the Lotus Evora – the first launch from supercar marque Lotus in more than a decade. At high-profile events in Britain in recent months, including Wimbledon, the Harrods sale, Elton John’s White Tie & Tiara ball and Henley yachting regatta, ‘faceless’ people appeared in the crowds.
Videos of the characters subsequently appeared online and mainstream media (including The Daily Mail, Metro and ABC news in the USA) picked up and covered the story. Searching for ‘faceless people’ on Google led to a sponsored link for a microsite featuring a timer counting down to the launch of the new model at the London Motor Show in late July. When the timer reached zero, the launch was streamed live online and within a few moments, the site turned into a full brand website for the newly revealed car.

Advertising Agency: CMW, London, UK
Creative Director: Bob Nash
Art Directors: Mark Greenwood, Will Miles
Copywriter: Mark Blanchard
Other additional credits: Focus PR
Designer: Elliot Wright
Released: Summer 2008

6 comments

CGilb09's picture
CGilb09
572 pencils

Really cool idea. Just goes to show you can drive tons of traffic by doing something completely unrelated to the product.

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yalaurie's picture
yalaurie
121 pencils

Oh that's creepy. I love it.

askon's picture
askon
433 pencils

Sick car

-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.

kgeiger's picture
kgeiger
7230 pencils

I'm curious as to how this actually worked...
I mean, when were the faceless people revealed as being a stunt for Lotus? Before their first appearance? After their last one? Also, if this happened over "recent months", how was the momentum kept up in the downtime between sightings?

awenindo's picture
awenindo
215 pencils

can anyone clarify the connection between faceless people and lotus? i mean if there's none, then they could have used squirrels with machineguns as well...

CGilb09's picture
CGilb09
572 pencils

I have no idea, but quite frankly, I'm sick of hearing creatives go on and on about how there are no rules to creativity, yet then they need some rational explanation for a cool idea. Nothing personal awenindo, but I hear it every day and it seems a lot of the stuff that is great and really works is a bit on the random side. Props to the client for buying it.

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