Ad of the Day | WE ARE Pi Pushes Storytelling Forward with "Limit Less" Campaign for the Lynk & Co 08

Jan. 30, 2026

Innovative mobility provider Lynk & Co has unveiled a new campaign for its latest model, the Lynk & Co 08, celebrating a new kind of freedom in plug-in hybrid driving, one without limits.

Titled “Limit Less,” the pan-European campaign redefines what it means to live with a plug-in hybrid, dismissing range anxiety and spotlighting the confidence and flexibility the 08 unlocks for modern life. Created by creative agency WE ARE Pi, the work positions the 08 as the plug-in hybrid that keeps up with everything life demands.

At the heart of the campaign is the idea of Unlimited Flow. Using a distinctive collage-based visual technique known as 'The Flow', the work captures the rhythm, richness, and constant movement of contemporary living. Seamlessly blending moments together, the campaign portrays life not as a series of stops and starts, but as something free-flowing and uninterrupted.

The 45-second film, directed by Pau Dalmases via production company Canada, follows a family as they move effortlessly through their day in the 08, from everyday routines like school runs and activities, to spontaneous escapes into the mountainous countryside. Each moment flows into the next, visually expressing how the car enables a life without compromise.

“Limit Less” will roll out from January 29 across European markets via TV, cinema, online video, digital out-of-home, out-of-home, and digital channels. The film was soundtracked by Gijs Wisselink through music company BirdBrain. Media planning and buying were handled by Dentsu.

Cameron Fraser, Head of Brand and Creative at Lynk & Co, commented:

“This campaign perfectly captures how our new 08 model allows people to do everything in their car without having to worry about whether it will get them all the way.”

 

Patrick Garvey, Founding Partner at WE ARE Pi, said:

“The 08 isn’t about how far it can go. It’s about how much life you can fit into the journey. We wanted to celebrate a car that keeps up with real people and real lives, not the other way around.”

 

Rick Chant, Executive Creative Director at WE ARE Pi, added:

“Most cars brag about range. We’d rather talk about freedom, the kind that swaps range anxiety for range confidence and lets life move in one smooth, beautiful flow.”