2019 Winners & Shortlists

Background.

To raise awareness about Lexus's new 2019 Hybrid vehicles. We wanted to encourage drivers to make the switch to experience Lexus next generation hybrid cars and enjoy a luxury vehicle that helps keep the environment greener and safe.

Describe the creative idea.

Capture audiences through illustrating and designing three different urban grids based on real existing cities that look like species of different tree leaves, symbolizing nature coming back to the city. Each visual looks like a single oversized leaf from a distance, but look closer and notice the fine line drawings that map out an entire urban city grid complete with blocks, roads, lakes, rivers, streets. Tagline: Drive green. The Next Generation Lexus Hybrid.

Describe the strategy.

Brand relevance: Lexus are pioneers in the hybrid category and have always had a sense of responsibility to shift consumer behavior towards greener driving experiences. Target audience: 25 - 45 are pursuers of intelligent, future fit choices. The approach was to relate to them with simple illustrations that project an impactful outcome, making them feel part of something bigger and that driving a Lexus hybrid may help make every city greener.

Describe the execution.

Each visual looks like a single oversized leaf from a distance, but look closer and notice the fine line drawings that map out an entire urban city grid complete with blocks, roads, lakes, rivers, streets, keeping it simple yet complex.

List the results.

Al-Futtaim Motors – Lexus has a full range of Hybrid selections compared to any other car brand in the UAE. “Drive Green” adds value to consumers encouraging them to switch to Lexus Hybrid vehicles that are efficient and emit lesser emissions thus being better for the environment. Sales increased by 12% in Q1 2019.