Shaking up luxury, breaking records in the process

In 2015, when the agency won the Lexus account, the Japanese carmaker was renewing its pledge to progressive luxury with a design transformation. The characteristic Lexus precision and craft were complemented by startling new looks, with the signature spindle grille featured front and centre, always turning heads.

As Lexus president Tokuo Fukuichi proudly declared, “better to be loved by 10 percent of the buying public than not noticed by 100 percent”. We embraced this view to create a distinctively bold feel for the brand, aiming to cut through in a luxury segment that can be too conservative.

I wrote a couple of manifesto press ads as part of that (see above), but my main contribution was with the retail campaigns every month. They were instrumental in helping Lexus Australia break sales records for 5 months in a row, and making 2015 their best year ever.