Objective: Introduce the new IS as the luxury sport sedan for those who want to make a statement.
Solution: The 2017 IS is a true statement piece for the millennial generation. Knowing the target audience is one of the most splintered, we created a broad platform that allowed for niche illustrations of amplification through fashion, art, music, and sports, allowing us to reach beyond just auto enthusiasts. Using these passion points, we put the IS front and center to show how contextual conversations reach people at a deeper more authentic level.
Results: 668 Million Impressions
The Lexus LIT IS sends signals like no car before. Equipped with 41,999 LED lights, programmed with dynamic designs, and able to react to music and movement, this new 2017 Lexus IS was created to provoke—more than ever.
Be The One - Dua Lipa Partnership (Official Video feat. Lexus LIT IS)
Sriracha is one of those incredible things people go absolutely nuts for. And like the IS, it sends a clear signal that bland isn’t an option. So to show off its hot new design, we created a Limited-Edition Sriracha IS.
Statement Piece - :60 (National)
Body Language - :30 (Targeted Sports)
Organic Social Content
Organic Social Content