Lexus: Go all in

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

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...

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