AMSTERDAM, THE NETHERLANDS – Lynk & Co has launched an exuberant new campaign to celebrate the arrival of its upgraded 01 model across European markets. Conceived by Amsterdam based creative agency WE ARE Pi, the campaign titled “Wonder. Full.” reimagines the traditional road trip as a spirited, family friendly party, underscoring the brand’s youthful, community-driven ethos.
The campaign centers around a 60-second hero film that follows a lively family and their bobble-headed dog as they cruise through the city in the refreshed Lynk & Co 01. Unlike the stoic, wide-angle shots of empty roads that have long defined the category, “Wonder. Full.” embraces Lynk & Co’s dynamic identity: bold, fun, and unapologetically human.
Designed to resonate with the next generation of drivers, the campaign positions the new 01 as a joyful companion, packed with innovative features informed by real customer feedback. From panoramic sunroofs to immersive sound systems, ambient lighting, 360 degree cameras, voice control, keyless entry and even a built-in selfie camera, the 01 offers premium features as standard in its Core version.
The film, directed by Sam de Jong and set to an original track composed by BirdBrain, captures the spirit of a drive that turns into a celebration – a metaphor for Lynk & Co’s mission to inject everyday mobility with personality and delight. Behind the wheel, the family doesn’t tone themselves down.
Mathieu Spencer, Chief Marketing Officer at Lynk & Co International, comments: “The new 01 is a car packed with features and packed with joy. This campaign captures that with humour and humanity. It’s a celebration of all the little moments that make driving feel enjoyable. We wanted something that felt relatable and real, with just the right amount of fun, and this spot brings that to life beautifully.”
Patrick Garvey, WE ARE Pi’s Managing Director, says: “The auto industry is shifting so fast that the old playbook is useless, so our Lynk & Co 01 launch ditches empty‑road clichés for a burst of rule‑breaking personality that mirrors the brand’s disruptive roots, fully‑loaded features, and community vibe. It’s a clear signal that Lynk & Co is built for what’s next, not what’s always been.”
Rick Chant, Executive Creative Director at WE ARE PI, added: “Based on the idea that the music is still the same, only the guest list has changed ‘Wonder. Full for those who have swapped Ibiza for Ikea and demand a vehicle that’s as fully loaded as they used to be.”
CREDITS
Executive Creative Director: WE ARE Pi
Creative Director: WE ARE Pi
Art Director: WE ARE Pi
Copywriter: WE ARE Pi
Chief Strategy Officer: WE ARE Pi
Senior Strategist: WE ARE Pi
Senior Account Director: WE ARE Pi
Senior Account Manager: WE ARE Pi
Director of Business Affairs: WE ARE Pi
Head of Production: WE ARE Pi
Senior Producer: WE ARE Pi
Photographer: Nick van Tiem
Director/Production Company: Sam de Jong / 100%
Editor: Will Judge
Post Production: Ricky Weissman
Original Music Composition: BirdBrain
Sound Design: Wave Studios
DoP: Franz Lustig
