Lexus has long been known for leading-edge innovation and progressive luxury. The campaign for its new RX aimed to reaffirm the luxury experience and craftsmanship of the new model and show how those who drive it can experience the fast-paced lifestyle of sophistication and edge.
Complementing the wider integrated campaign conceived by CHI & Partners and playing on the edgy first person perspective, we produced an innovative interactive Tablet ad running across The Times, The Sunday Times and The Guardian’s daily app editions.
Rather than slavishly repurposing a poster, we brought the campaign proposition to life by utilising in-built native functionality of the gyroscope and accelerometer, thereby depicting a reflected version of what our protagonist sees. By re-orientating their position and facing in different directions, readers were invited to experience a window into the glamorous and sophisticated lifestyle that the RX aligns itself with.
A fun and interactive experience, and a perfect reflection of ‘The Life RX’.