Lexus RX: Ruby Red Rims
Tap audio icon for sound
To promote the launch of the all-new Lexus RX, our client had produced a Wizard of Oz-inspired TV spot (“Unfollow”). It offered a twist on the classic narrative, in which Dorothy and the gang take the road less traveled.
It was our job to connect this narrative directly to the Lexus RX with a couture-worthy creation: a set of “ruby red" rims that we’d design and fabricate in collaboration with the brand and a top-tier name in fashion.
Lexus wanted to drive awareness for the vehicle launch amid an affluent, culturally savvy millennial audience. In our proprietary research, we located the audience they were seeking: the 59% of W readers who self-defined as “bold” and “brave.”
This supported our decision to move forward with our execution through the lens of W Magazine, leaning on its deserved reputation as a home for iconoclastic creative talent.
Leveraging W’s prestige and the timing of the magazine’s annual The Originals issue, we created a 360-degree program across digital, print, and experiential. The success of the rim creation rested on our editorial relationship with the fast-rising, gender-fluid designer Harris Reed, who our editorial team planned to shoot and feature as a 2022 New Original.
Reed collaborated with the BDG Studios team and Lexus’ preferred fabricators to bring our ruby-red vision to life.
We captured the process every step of the way, connecting the Lexus’ “Unfollow” brand narrative to Reed’s personal story and creative approach.
The Reveal
We debuted the custom rims at W’s 50th anniversary celebration in New York City. This allowed us to drive organic buzz and put the vehicle in front of a highly influential audience, completing a truly 360-campaign that amplified the Lexus RX story through physical, digital, and print channels.
The Results
Campaign impressions
Total social engagements
Engagements on video content
Video impressions
Organic video views via talent O&O
Social engagements
