CONTEXT

Every year, WI and Lexus reassess the shifting attitudes, cultural values and trends of the affluent Hispanic demographic, to remain not just relevant, but compelling to Hispanic luxury-seekers looking for their next luxury vehicle. We discovered that to connect and resonate with this segment, Lexus needs to celebrate, embrace and authentically represent Hispanic culture. So how can we do that in a way that feels elevated, alluring and genuine?

APPROACH

Every Lexus vehicle targets a unique sub-segment of the Hispanic affluent market—which means that for every campaign, we strategically find where brand, vehicle, and audience values intersect, then leverage these insights to craft culturally resonant creative campaigns that drive model awareness and brand desirability.

Unique Sub-Segment

Affluent Hispanics eager to live adventurously alongside their loved ones, without skimping on the finer, more luxurious comforts of life.

Cultural Insight

Our traditions are what keep us connected to our Hispanic cultural identity, especially as we move from home, start new families and grow older.

Creative Way In

Our lives as Hispanics might continue to change, but with the Lexus GX, we can create new traditions—now inclusive of the great outdoors.

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