Bailey Lauerman & Kendall Motor Oil

Those who pour Kendall Motor Oil know that with engines, like life, you get out what you put in. To demonstrate that, we set out to build a car and show the effort and craftsmanship that goes into doing it right. We partnered with SEMA-award-winning builders Thompson Street Customs to design and build a one-of-a-kind muscle car—The Kendall Custom. To capture all the detail that goes into a custom ’67 Mustang restomod, we created the web series, Titanium Garage, hosted by NBC commentator Bill Stephens. Here fans were follow the process from blueprint to blacktop, The final episode documents the unveiling of The Kendall Custom at Mecum Indy where it began its nationwide tour. At Mecum fans could see firsthand the results of the passion and craftsmanship that went into it. A supporting digital and social campaign featured exclusive car content to share the story of the 20+ builders who helped create this 1,080-HP spectacle. We partnered with MotorTrend to develop video content and a feature article about the process. To generate pre-auction demand, we developed a Kendall Custom press kit designed to attract the attention of automotive enthusiasts, collectors, and potential bidders. The kit included a custom license plate, a Mecum Auctions bidder badge, a personalized letter encouraging them to bid on the Kendall Custom, and a collectible die-cast model of The Kendall Custom. The Kendall Custom was sold at Mecum Kissimmee for $450,000, with all proceeds benefiting Curing Kids Cancer.

See their 2022 Globey submission here:

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