The challenge

As a luxury brand, Lexus faces fierce competition from the German big three.

The idea

Individuality. With a Lexus, you escape the mainstream. Or as the claim says: «Ich mache meinen Weg» («I choose my own path»). We celebrate this individuality. With everyday situations that create identification, friction and attention.

The result

A clear position and image for Lexus. Plus advertising material with a far higher CTR than the sector benchmark.