Brand | AL-FUTTAIM MOTORS - LEXUS |
Product/Service | LEXUS HYBRID |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Illustration |
Idea Creation
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
PHD Dubai, UNITED ARAB EMIRATES
|
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.
Credits
Juggi Ramakrishnan |
Memac Ogilvy Dubai |
Chief Creative Officer |
Youssef Gadallah |
Memac Ogilvy Dubai |
Group Creative Director |
Karim Sherif |
Memac Ogilvy Dubai |
Creative Director |
Gabriel Martinez |
Memac Ogilvy Doha |
Associate Creative Director |
Fernanda Gil-Pier |
Memac Ogilvy Doha |
Associate Creative Director |
Voltarr Manguilin |
Memac Ogilvy Dubai |
Senior Art Director |
Jordan Serarao |
Memac Ogilvy Dubai |
Senior Designer |
Jaison George |
Memac Ogilvy Dubai |
Sr. Layout Designer |
Rafael Malonzo |
Memac Ogilvy Dubai |
Creative Coordinator |
Tarek Shawki |
Memac Ogilvy Dubai |
Business Director |
Kenneth Monis |
Memac Ogilvy Dubai |
Account Manager |
Mahmoud Hassan |
Memac Ogilvy Dubai |
Group Account Director |
Saad Abdullah |
Al-Futtaim Motors- Lexus |
Head of Marketing & Operations |
Hessa Kamali |
Al-Futtaim Motors- Lexus |
Brand Marketing Manager |
Marwa Algergawi |
Al-Futtaim Motors- Lexus |
Retail Marketing Manager |
Roxane Magbanua |
Al-Futtaim Motors- Lexus |
Business Unit Director |