LEXUS - HUMAN ELEMENT

EPISODE 1 - SEBASTIAN PESCHIERA

OBSTACLE: Despite its status as one of the top luxury car brands, Lexus was perceived as lacking warmth and personality in its brand identity. In their 2022 campaign, Lexus aimed to shift this perception and emphasize that their cars are designed with a focus on human emotions, countering the common narrative that glorifies machines over human experiences.

SOLUTION: Harnessing Data Artistry to Redefine Human-Centric Engineering

Lexus, in partnership with WMX, launched the "Human Element" series. This innovative campaign used data art to transform abstract data from the Lexus NX 450h into emotionally compelling artworks. The series featured notable data artists who interpreted vehicle data to create art that resonates on a human level, demonstrating Lexus' commitment to engineering emotions, not just vehicles.

Approach:

By harnessing the power of data art, Lexus translated technical data into meaningful stories that captured the human element behind the brand.

Strategic Execution:

Collaboration with Data Artists: Neuroscience research reveals that engaging with art stimulates specific brain areas associated with processing emotions and empathy. By using vehicle-derived data as their medium, these artists created works that not only showcased Lexus’s technical excellence but also made the brand feel more human, warm, and relatable. This strategic use of art transforms raw data into a powerful narrative tool, fostering a deeper emotional connection between the brand and its audience.

Multi-Media Marketing: The artworks and their creation processes were featured across multiple media platforms, including social media, online video channels, and interactive installations at select venues. This approach ensured that the campaign reached a diverse audience, appealing to art enthusiasts, tech-savvy individuals, and automotive fans.

Outcome:

The "Human Element" series successfully altered public perception of Lexus by highlighting its focus on human-centric engineering. The campaign generated widespread interest and engagement, particularly among younger demographics who value both technological innovation and emotional depth.