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

Younger affluent Hispanics who are reevaluating what it means to be successful, and questioning conventional wisdom in to focus more on happiness and personal fulfillment.

Cultural Insight

Hispanics are typically under extra pressure from family to stick to tried and true careers, which means familial support— especially when taking the road less traveled—becomes extra meaningful.

Creative Way In

Like an encouraging family member, the tech-forward, tech-ready Lexus NX is equipped to help you stay on point as you navigate every challenge and pivot along your road to happiness.