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 who view blending various aspects of themselves and their culture as key to self-expression and growth.

Cultural Insight

Even everyday moments with our closest friends are fertile ground for all of our different cultural nuances, tastes and preferences to arise.

Creative Way In

Our styles might be different, but when they come together in the Lexus RX, they can create something surprisingly different and new.

CTV

The RX cycled through different available model colors, while the QR code sent viewers to the RX’s landing page on Lexus.com

Online Video

While the spot played, viewers could click through different exterior colors and see the RX overlay update in real time.

Social

Digital Banners