Lexus

Brian Bolain, Corporate Manager, Marketing
Teri Hill, Media Director
Mariko Kusumoto, National Marketing Communications Manager

Team One *Lead Agency

Leah Bohl, Senior Producer
John Coelho, Account Director
Jesse Blatz, Creative Director
Craig Crawford, Group Creative Director
Paul Silverman, Executive Director
Chris Graves, Chief Creative Officer
Ashleigh Edwards, Senior Strategic Planner

To launch NX to a nontraditional SUV target, Lexus had to convince consumers, who had dismissed SUVs as not personally relevant, to consider this vehicle. To get pique their curiosity, Lexus had to challenge peoples expectations of what an SUV could be and shift the conversation to be about personal utility in a category of family haulers. In doing so, Lexus successfully carved a distinct position for NX within its growing line-up of luxury SUVs while also breaking through the clutter of the fastest growing segment in luxury automotive.