The first of the Jaguar FEEL XE projects will involve singer-songwriter Emeli Sandé writing a song about the feeling of exhilaration to support the reveal of the Jaguar XE.
Both the brand and Sandé will be asking the general public on social media what makes them feel exhilarated through a dedicated hashtag, #FEELXE. Online users will be asked to share words, pictures, sounds and films as part of the campaign.
Sandé's FEEL XE track will be performed for the first time at a secret location alongside the River Thames on 8 September as part of an audio-visual event, Jaguar revealed. The conclusion of the performance will mark the global reveal of Jaguar’s new XE mid-sized premium sports saloon.
As part of the activity, Jaguar has enlisted the help of other luminaries from the worlds of music, film and design, including Luther actor Idris Elba who will create a FEEL XE project with his production company Green Door Pictures. It will be inspired by his passion for cars and innovation. Fashion designer Stella McCartney has also agreed to join the project and her experience will follow Sandés.
Fiona Pargeter, PR Director for Jaguar Land Rover, said: "XE is a very special car and we wanted to ensure it had a very special launch. We are very excited to be working with such amazing global talent to create interesting and engaging experiences that we can share around the world.
"Emeli is an incredible artist and one who embodies the creativity and elegance that is at the heart of the Jaguar brand and the new XE."
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