Lexus: Opéra de Paris

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Black and white image of Ballerina on her toes stretching her leg back in the air above her hips with her arms in the arm silhouetted by a backlight that lights a Lexus Car

Project_Objective

To enhance its presence and appeal to discerning French luxury car buyers, Lexus sought to align itself with their refined interests, particularly their passion for opera.

The "Lexus Opéra de Paris" campaign strategically partnered with the prestigious Opéra de Paris to create a series of artistic photographs, seamlessly blending dance and ballet with Lexus vehicles. This partnership, positioned as a cultural manifesto, aimed to infuse Lexus with the prestige and sensory richness associated with the Opéra. The 360° campaign, encompassing print, digital, and outdoor advertising, showcased these visually stunning images, creating a powerful convergence of values and elevating Lexus's brand image within the target audience's consideration set.

Ballerina dancing under halogen lights next to Lexus SUV

Challenge_

Lexus, a premium and luxury car brand, is a brand of unmatched quality, which seeks to establish itself and increase its reputation with a target group of buyers in the French market. A demanding target, with more elitist interests, who think above all of the German premium regarding their purchase intentions. How to appear in their scope of consideration?

Closeup of Lexus Front Lights
Silhouette of a ballerina lit by halogen stage lights

SOLUTION_

We wanted to gradually integrate the brand into our audience’s universe to appear within their various passion points. An in-depth analysis of the audience revealed a strong interest in the Opera. Create a partnership with the Paris Opera to create a series of visuals and content, allowing you to appear to the audience of the Opéra, but also use the Opera in the brand’s imagination and its communications to give body and prestige.

The result is a convergence of values and exaltation of the senses, between the excellence of Lexus and the Paris Opera. To express these ideas, we have set up a series of art photographs, mixing dance and ballet disciplines with our vehicles, allowing us to celebrate this partnership with poetry and enchantment. A 360 campaign with use in OOH, press and digital.

Silhouette of Ballerina on her toe next to car illuminated by Tungsten Lights
Ballerina reflected on surface of Lexus window
Back view of Lexus LS
Ballerina standing on her toe with her leg in mid air illuminated by Halogen lights that silhouette her as she dances in front of a Lexus SUV
Ballerino stretching his arms out in front of a Lexus
Triptych of Lexus Opera of Paris posters with the title Artisans de Vos Emotions

results_

This campaign allowed to establish this exceptional partnership exposed as a cultural manifesto intended for the general public and received positively by the premium automotive intentionalists.