In 2014, Lexus launched the RC F – the quickest, most powerful Lexus vehicle to date. Our challenge: with little to no budget, increase awareness of the vehicle. Since the RC F is faster than the Road Runner and just as hard to catch, we challenged Lexus fans to capture it…with their tablets and smartphones.
How? We posted a social video of the RC F driving by extremely fast. Then asked fans to capture the full image of the car using the screen-capture function on their devices. They then had to post their successful capture using #CaptureTheF.
*2014 Communication Arts
When we were asked to create print ads promoting Lexus’ sponsorship of Massey Hall and Roy Thomson Hall, including a performance by B.B. King, we asked if Mr. King was available to pose on the hood of a car. After being shot a bunch of weird looks, we decided to go with plan B instead.