Lancia launches #LANCIAisYOURS co-creation project for 120th anniversary
Lancia is celebrating its 120th anniversary by inviting fans and creators to co-create content through a new UGC project called #LANCIAisYOURS.
120 years
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120
What Happened
Lancia has announced #LANCIAisYOURS, a user-generated content project to engage customers, enthusiasts, creators, and students in telling the brand's story. The initiative invites the community to create original content inspired by models like the New Lancia Ypsilon, the HF world, and the New Lancia Gamma. It will be supported by 120 pieces of content over the coming months and rolled out across Italy, France, Spain, Belgium, and the Netherlands.
“Celebrating 120 years of history means looking back at our past with pride, but above all continuing to build the future of Lancia together with the people who love our brand. With #LANCIAisYOURS, we want to open up the brand’s story to our community, inviting customers, enthusiasts and new creative talents to interpret Lancia through their own perspective.”
- Design Culture: explore aesthetic identity and dialogue with creativity, art, and architecture
- Grace & Grit: balance between elegance and dynamic character, performance and competitive spirit
- Urban Elegance: relationship between car, city, and contemporary mobility
- Lancia & Everyday Life: emotional connection in everyday moments
Why this matters
The project aims to strengthen Lancia's community engagement and brand loyalty across five European markets, transforming the anniversary into a participatory platform that highlights the brand's design, elegance, and future models.
Terms in This Story
- UGC
- User Generated Content, content created by users rather than the brand.
- Co-creation
- A collaborative process where a brand and its community jointly develop content or products.
Summarised from the linked release; details can be imperfect — always verify against the original source.