A Metropitan Diary I wrote for The NY Times,
Lexus
ACTIVELY SAFE
We were tasked to launch the new RX. The challenge: it only had a new grille design. Not much of a story.
​
So we looked for something newsworthy. We found the RX had an unrivaled safety record. Why? Because of the hundreds of predictive safety features. Features they had never talked about. So we talked about them, and created a multi-year wide-reaching 360ª campaign called "Actively Safe."
Film
Directors: Nicolai Fugelsig // StyleWar // Rupert Sanders
"Pop-Up Book"
"Hydrant"
"Lift-off"
"Hospital"
UnDigital:
We created a real pop-up book.
We designed a real Pop-Up Book for in-dealership experience for consumers
to interact with supporting the national TV campaign.
Internal Lexus Dealer campaign kit.
A see-through lucite "safety box" given to dealers around the country to support and educated dealers about the national "Actively Safe" campaign.
New Yorker print ad.
A fun print ad that ran in The New Yorker that
showed what was coming ahead like the Actively Safe
features do in the new RX.
Car Carrier exterior X-RAY design
