These visually appealing attributes – beginning with the all-new 2013 Lexus GS and continuing to evolve with the much-anticipated 2014 Lexus IS sports sedan coming to Canada this summer – demonstrate how great design transcends boundaries and meets the needs of driving enthusiasts.
Lexus' brand evolution involves a series of communication activities to reinforce the message that Lexus is synonymous with design and a relentless focus on engineering excellence. To that end, a new global campaign has been launched, part of which will be coming to Canada.
Under the slogan of "Amazing in Motion," Lexus is supporting design through a number of initiatives:
· A new lifestyle magazine, Beyond By Lexus, will feature Lexus vehicle information, as well as stories on travel, architecture, art and design. The magazine will be published two times yearly and will be available in Canada in both English and French. A digital version can be read online at lexus.ca later this month.
· Five short films will explore the theme of "Life is Amazing." For this project, Lexus collaborated with The Weinstein Company to support emerging directors from around the world, commissioning them to bring five wonderful stories to life. These will debut at various film events and will be featured on lexus-int.com later this year.
· A global advertising campaign with the theme "Amazing in Motion" will launch in Canada on broadcast outlets beginning May 6. Featured in the campaign are spectacular larger-than-life human figures. High-technology 3-D printing was combined with fine craftsmanship to create the figures. Lexus materials, including bamboo and walnut found in the interiors of Lexus cars, as well as Lexus exterior paint, were used to construct the figures.
· The Lexus Design Award is a competition to inspire the next generation of designers, by having them demonstrate their creativity and be recognized for their accomplishments. More information about the award is available at lexus.ca.
"The Lexus brand offers an emotional experience through exceptional design and engineering," said Cyril Dimitris, Director of Lexus Canada. "Through these exciting new activities, we're communicating that message on a global basis in new and innovative ways, and we're delighted to be able to share it all with Canadians from coast to coast."