Lexusâ€™ film on how it lit up KL as part of its campaign has gone viral. With the help of professional stuntmen and engineers, it created LED puppets in a route throughout KL. These lit up in sequence throughout KL.
Watch how the project was created:
The short behind-the-scenes video was published on Monday this week, and has already garnered close to 38,000 views. The project was done by CHI&Partners.
This is part of Lexus’ “Amazing in Motion” campaign.
John Thomson, Lexus International general manager, global branding told Fast Company: “Lexus cars have always been the main strategic focus of our communications, and that will always be the case. However, Amazing in Motion presents an additional layer of communications showcasing the creative imagination at the heart of the Lexus brand via executing ambitious projects, done for real.”
“Our Amazing in Motion Strobe campaign is part of our overall strategy to show a more emotional side of our brand,” he added.
CHI&Partners creative director Monty Verdi was also quoted in the article saying: “The great thing creatively is that we have pretty much an open brief. Ideas are sifted according to whether they are challenging enough. Only then do we sit down–often with outside experts such as engineering experts and scientists–to work out whether a particular idea can actually be realized.”