We saw an opportunity to partner BUICK with Fortune’s 40 Under 40, a proven franchise that celebrates young success. For BUICK, we wanted something bigger. For the first time in its 80 year history, Time Inc. editors brought together their iconic brands to simultaneously launch a ground-breaking franchise. 40 Under 40 was produced across 6 key titles highlighting 200 leaders, innovators, game-changers under 40, across passions that aligned perfectly with BUICK’s targets: politics, golf, entertainment, sports, food & wine and business. Via creative gatefolds, promotional pages and digital units, BUICK aligned with the edit. To further engage the target, we worked to create a philanthropic social media experience. Introducing BUICK Driving Good: 40 simple powerful ways to change the world in under 40 minutes. Housed on a branded Facebook page, BUICK pledged $1 for every “like” of the page.

The BUICK Driving Good campaign garnered over 100 million audience impressions across print, online, social media and television. The BUICK REGAL was aligned with a pure celebration of success, a feel-good philanthropic undertaking and a social media movement. Over 50% of people who saw the campaign took action. Over 3000 people liked the BUICK Driving Good Facebook page. In 2010, a car company was praised for its reinvigorated vehicle line-up. And now the launch of the re-imagined BUICK Regal is in a class of its own.