Luxury car brand Lexus LS, has launched a brand campaign “Through the eyes of art”, to raise awareness on Lexus’ Takumi craftmanship. This is in a bid to shift Lexus’ position from a luxury automotive brand to a luxury lifestyle brand.
The campaign launched in April, and will be executed in online formats and across social, in print and even experiences at key Lexus showrooms across ASEAN and India. As part of the campaign, four of artists in Asia have been commissioned by Saatchi & Saatchi to create bespoke pieces inspired by the iconic features of Lexus LS.
The artists include Indian origami artist Himanshu Agrawal, Australia-based Malaysian artist, Cheryl Heap, Singaporean artists Florence Ng and Michelle Yu. This saw the creation of art pieces such as origami masterpieces, natural wood sculptures, kinetic glass sculptures and a metal etching inspired by different parts of the vehicle and its features.
In a statement, Madeleine Chan, regional brand manager at Lexus Asia Pacific, said there was “an instant connection” towards the idea of bringing its flagship vehicle to life through the eyes leading artists in the region.
“For a brand that stands for ‘Experience Amazing’, traditional advertising will always fall flat. Our ambition for the Lexus LS was to create a series of experiences, inspired by Lexus’ Takumi craftsmanship, for people to interact and engage with,” Clinton Manson, executive creative director at Saatchi & Saatchi, added.