Campagne Lexus December to Remember Sales Event
Annonceur Lexus
Marque Lexus
Date de première diffusion/publication
Synopsis The Lexus "December To Remember" sales event has become an iconic auto industry event. But before Lexus disrupted the category in the ‘90s, auto advertising was a free-for-all led with deal-based messages from manufacturers. Once Lexus introduced its beautifully shot, aspirational depictions of people getting a Lexus topped with a big red bow as a holiday gift, the competition followed suit. In doing so, Lexus turned historically the worst sales month of the year into the strongest, with other auto brands following suit.
In 2015, to update the iconic campaign, Lexus and Team One created an integrated marketing campaign that built on the approach of telling children fanciful stories of how the family’s new Lexus arrived. “Racetrack” transports viewers to the North Pole, where a penguin set a toy IS into motion and on its way home for the holidays. The campaign also came to life spectacularly in the windows of Barneys New York and Beverly Hills. There, three crystal-encrusted penguins perched atop 3D-printed scale models of jewel-encrusted Lexus IS, GS F and RC F models, raced around a translucent track. And in addition to specially designed promotions in its stores, Barneys offered an exclusive, limited-edition Lexus RC F remote-control car. 
Type de média Télévision
Agency Team One
Group Creative Director Craig Crawford
Associate Creative Director Kathryn McFarlane
Art Director Davide Vismara
Senior Copywriter Josh Paialii
Copywriter Chip Waters
Senior Producer Leah Bohl
Producer Tiffany Otoya
Project Manager Amanda Rackley
Account Director John Coelho
Production Company Elastic
Director Patrick Murphy
Director of Photography Carl Nilsson
Editorial Company RPS
Editor David Browdie
Music Production Company Pivot Audio
Music License Killer Tracks 

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