Lexus: Opéra de Paris

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.

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?

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.

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.