Campaign details
Brand: LexusAgency: Team OneCountry: United States
Why is this work relevant for Creative Strategy?
How do you 'un-boomer' a brand and attract younger, culture-forward affluent buyers? In a way that doesn't feel like the "how do you do, fellow kids" meme? And with a product in a dying segment?
That was our task in launching the new Lexus IS sports sedan. And we went ALL-IN on the task at hand.
Through deep understanding of our consumer, the culture that fuels them and surrounds our category, we unlocked an insight that resulted in unprecedented...