2022 Winners & Shortlists

Cultural / Context information for the jury

As a country that in the midst of forming its very own new legacy, the show represented how Saudi Arabia is opening up to the world, while also raising the bar for world premieres. An event of this scale and media coverage turned out to be historical for this country, since Saudi Arabia is just beginning to open itself to the world and has not yet hosted such global premieres. The event happened on the territory of the Tuwaiq Palace, where traditionally princes weddings take place, and it is located on the territory of the Diplomatic Quarter, an area where the embassies of various countries are located.

Write a short summary of what happens in the digital or ambient execution or campaign.

The much-awaited world premiere of the new Lexus flagship mode, LX, was set to happen in Middle East. It was the first of its kind in the region, an opportunity to make a statement that positions Saudi Arabia as a global leader in premium mobility and to reach a global audience. The event was inspired by the global communication platform that the Flagship LX represents a ‘new legacy’. Extending this philosophy to the show, the stage opened up using kinetic screens to reveal the new LX. Featuring KSA’s largest drone show, and stars like Supercar Blondie, the world premiere was broadcasted to a global audience while giving the local attendees a chance to test the car. The iconic Tuwaiq Palace was the perfect backdrop for the kingdom’s first and the world’s biggest luxury car premiere.