It's what's inside a Lexus that makes them truly stand out, so when it came to the Australian 2017 brand campaign – under the global positioning of 'Experience Amazing' we created a campaign that dramatised Lexus' mission to delicately balance opposing forces to create a truly amazing automotive experience.

The other core objective of the campaign was to over-index on luxury as Lexus is still overcoming it's 'posh Toyota' image in this market. This series of 4 posters needed to sit in a space that it could own, and would make it stand out from a very homogenised automotive market.

Credits

Agency: M&C Saatchi Sydney   

Client: Lexus   

ECD: Michael Canning   

Creative Directors: Sharon Edmondston & Emmanuel Bougneres   

Creative Team: Chris Cheeseman & Avi Azouz 

Photographer: Juliet Taylor

Production Company: The Pool Collective