Steve Hanlon - ACD, Art Director
The strategists at Team One made a brilliant discovery: our target audience is all-in on their hobbies like Lexus is all-in on the sport sedan. Whether it’s being an audiofile, gamer or sneakerhead, they are all 100% committed to their passion. So we created an IS campaign which spoke to many of these enthusiast groups, directly.
To speak to vinylheads, we partnered with Pitchfork to create buzz around an IS with a custom built-in turntable. World-famous DJs Madlib and Kaytranada were enlisted to lend their credibility within the community to the development and promotion of the vehicle; all resulting in tons of impressions, Effie and Clio wins and a One Show shortlist.
To speak to gamers, we partnered with Twitch and one of their star streamers, Fuslie to promote a gamified IS complete with custom interior, a gigantic display and the latest gaming hardware. It was a huge success and helped garner an Effie win.
For Sneakerheads, we partnered with Complex and RTFKT to create a custom IS-inspired sneaker. To this day, Lexus still gets requests to actually produce them.