Lexus: Amazing in Motion

This is where the "Amazing in Motion" campaign came in, designed to showcase Lexus's creative and forward-thinking spirit. By pushing the boundaries of movement, technology, and imagination, Lexus set out to capture the attention of a new generation, demonstrating its commitment to innovation through a series of high-profile, groundbreaking projects.

Lexus, a brand respected for engineering and craftsmanship, lacked emotional connection with a younger audience. They needed a campaign to shift perceptions and generate excitement, showcasing Lexus as an innovative and imaginative brand.

We created a global communications platform around the idea of ‘Amazing in Motion,’ which celebrated the fact that Lexus wasn’t simply an automotive manufacturer, but also an imaginative company inspired by technology and design. Amazing in Motion was a series of projects explore the boundaries of movement, creativity and technology. Working in collaboration with pioneering artists and technologists we created a global platform of content. The projects were "Steps" (humanoid robots performing a choreographed routine), "Swarm" (a synchronized drone light show), and "Strobe" (LED-clad acrobats creating light trails across the Kuala Lumpur skyline).

Finally, Lexus embarked on creating a real, working hoverboard. This ambitious project, codenamed "Slide," aimed to demonstrate Lexus' commitment to pushing boundaries. Over 18 months, the agency collaborated with engineers, scientists, and professional skateboarders to develop the hoverboard and a custom-built hoverpark to showcase its capabilities. The project culminated in a film released on YouTube, documenting the hoverboard's development and performance. This initiative aimed to demonstrate Lexus's commitment to cutting-edge technology and design, capturing the attention of a new generation.

The Lexus Hoverboard campaign became a viral sensation. The teaser alone garnered over 9 million organic views on social media. The full film achieved over 40 million views, generating over 1.5 billion impressions online (100 million on the first day) and $64 million in PR value. The campaign sparked conversations in 48 languages across six continents and 63 countries, becoming Lexus's most viewed digital content ever. Crucially, it translated into tangible business results, driving record sales in 2016 and increasing brand affinity by 27% globally. The campaign was hailed as a "marketing slam-dunk" and an example of "the future of advertising."