Even when the audience has a vested interest in being engaged, an approach has to be fresh and engaging to build on any past gains. We took the theme of the Lexus Dealer Convention - ‘together towards greater success’ - and manifested it in an experience that its 900+ participants could rally behind.
But the brand’s invitation to ‘Experience Amazing’ could only be realised if the experience truly defied expectations. The arresting artworks we chose for people to encounter throughout the event were the unexpected element that perfectly reflected the breakthrough creativity that went into making the LS. In the minds of the dealers, the artworks made palpable the idea that the luxury saloon is ‘a totally new art form’.