LONDON - Lexus Europe has unveiled its latest campaign, ‘The Art of Standing Out’, bringing to life classic and modern works of art to celebrate the expressive design of its new NX.
The multichannel campaign from The&Partnership broke with a 60” film, in which a couple’s trip through the city transforms into a journey through some of the world’s most famous works of art.
As the couple drive through the city streets, everyday scenes reveal themselves as remarkable real-life recreations of masterpieces such as Johannes Vermeer’s ‘Girl with a Pearl Earring’, Van Gogh’s ‘Sunflowers’, Jeff Koons’ ‘Balloon Dog’, Piet Mondrian’s ‘Composition A’ and Georges Seurat’s ‘Bathers at Asnieres’.
Created by CHI&Partners and directed by Ne-O through Stink, the film concludes on a to-scale studio recreation of Edward Hopper’s iconic ‘Nighthawks’.
The campaign will air across Europe, spanning TV, print, digital and social media – with media planning and buying from The&Partnership’s media agency m/SIX. The work will also be supported digitally through a bespoke programmatic media strategy, targeting customers with tailored edits in the environments most relevant to them.
Micky Tudor, Joint Executive Creative Director at CHI&Partners, said: “As Lexus is famed for its exquisite design credentials, we felt it would be fitting to pay homage to some of the world’s greatest works of art in this new campaign for the new NX. It’s been a pleasure to see such a simple idea delivered so beautifully by Ne-O, too – the attention to detail is phenomenal, and the work has been crafted to within an inch of its life.”
Michael Tripp, General Manager, Brand Communications, Lexus Europe, said: “The idea behind this campaign has an elegant simplicity to it that we immediately bought into, linking the striking design of the new NX to the world of art. This vehicle captures your attention and stands out on the road, and we wanted to reflect that in the work.”
The striking new Lexus NX features the signature Spindle Grille and brave design elements that have become synonymous with Lexus, both on the exterior body work and within the luxury cabin. Powered by the revolutionary self-charging Lexus Hybrid Drive train, the NX is at home in the city – making city streets the perfect backdrop for the film.
Brand: Lexus Europe
Client Name: Michael Tripp, Marketing Director
Agency: CHI & Partners
ECD: Micky Tudor, Yan Elliott
CD: Monty Verdi
Creatives: James Crosby
Planner: Paulina Goodwin, Matt Bamford-Bowes
Executive Producer: Charles Crisp
Producer: Andy Roberts
Business Director: Tom McCoy
Account Director: Anastasia Terzeon
Account Manager: Oliver May
Project Director: Ant Borkett
Production Company: Stink
Producer: Juliet Naylor
Production Manager: Zoe Acourt
Executive Producer: Jon Chads
Director of Photography: Stuart Graham
Set Designer: James Hatt
Service company: Papaya
Post-Production & Visual FX: The Mill
Executive Producer: Ian Berry
Producer: Tom Manton, Simon Bath.
Lead Flame artist: Gareth Brannan
Colourist: Seamus O’Kane
Lead CG: Philip Maddock
2D Artists: Sole Martin, David Wishart
Matte Painting: German Casado, Cameron Johnson
Editors: The Quarry
Editor: Jonny Scarlett
Editor Assistant: Patrick Walsh
Producer: Charlie Morris
Recording Studio: Clearcut Sound Studios
Sound Engineer: Chris Wigglesworth
Music Company: Dave Goulding @ Wake the Town