Alla Arutcheva | Lexus IS 500
15967
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Lexus IS 500

Category
Print, Social, Web
About This Project

To launch the long-awaited, V8-powered IS 500 F SPORT Performance, we did something that would make some noise in the car community. We invited 14 auto enthusiasts to battle it out on the track for the chance to become one of the first to own it.

My AD partner Erika Canfijn and I worked on the social campaign as well as the media partnerships (MotorTrend, Jalopnik, DriveTribe, Garageisme, etc.) to support “License to Thrill.” We noticed that auto enthusiasts often communicate through memes, so we decided to speak their language by creating some IS 500-inspired memes that sparked excitement around the launch.