Lincoln asked what the year 2020 will look like in terms of purchasing, driving, and servicing their vehicles. The only stipulation in answering the question was, the solution couldn't rely on changing the way Lincoln vehicles are currently built, or manufactured. All existing framework and construction needed to remain in place, and no new hardware could be added. A heavy reliance on software, mobile devices, and other auxiliary tech came to the forefront.
A five minute video was crafted to show in great detail every step in a consumer / car lifecycle, from purchase to repurchase; focusing on customer convenience and the implementation of emerging technologies.