the lit IS
To get our target audience of affluent MILLENNIALS to pay attention to the 2017 Lexus IS we created a a content media that couldn't be ignored.
Everything we do says something about us;
the music we listen to, the clothes we wear or even the car we drive.
the music we listen to, the clothes we wear or even the car we drive.
This truth was at the center of the 2017 Lexus IS campaign but what happens when we need to amplify the message and create something unique that needs to be shared and commented on?
As part of communication planning we had identified that we needed some kind of content that could create and demanded attention in the busy news feeds of our target consumers; the hard to reach affluent millennials.
Working with the production aces at Tool we covered a 2017 Lexus IS with 41,999 RGB LEDs and wired them up to battery powered custom hardware solution that was controlled by a custom Open Frameworks application.
We them created content, beautiful content:
social content clip
Media placement
We worked with our media guys and girls to place the Lit car into a music video via VEVO.
The build
