Lexus

Hoverboard

Earning a place in the cultural conversation.

Agency: The & Partnership

THE CHALLENGE:

How to transform Lexus from dull to cool?

THE INSIGHT:

People are inspired by acts, not ads.

THE STRATEGY:

Bring the brand promise of ‘Amazing in Motion’ to life in a culturally relevant way.

THE RESPONSE:

• $56M in value of global news coverage

• Record car sales

• Cannes Cyber Web Gold Winner