Sundance Film Festival

Sundance Film Festival

Sundance Film Festival

Campaign Overview

Acura returned to the 2012 Sundance Film Festival with an innovative storefront that provided Sundance attendees a place to relax and immerse themselves in the Acura brand experience. The Acura Studio also introduced for the first time the Acura supercar, which was featured in the film, Marvel’s The Avengers, and a one-of-a-kind TL designed for MusiCares®, a nonprofit that provides critical assistance to members of the music community in times of need. This year’s TL was customized to reflect Paul McCartney, the MusiCares® 2012 Person of the Year.

The "Acura Studio" was also the venue for exclusive events and giveaways. Sundance attendees enjoyed the lounge area with a barista bar, captured their experience in the interactive photo booth and interacted with the Acura ELS Surround® Premium Audio System designed and tuned by six-time GRAMMY® Award-winner Elliot Scheiner.

As the official vehicle of the 2012 Sundance Film Festival, the Acura MDX and ZDX displays were positioned throughout Main Street and at the festival headquarters.

Acura Studio on Main Street in Park City, UT

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Acura Sports Car display, featured in Marvel's The Avengers

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Acura ELS Surround Premium Audio System designed and tuned by six-time GRAMMY Award-winner Elliot Scheiner

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