Branded entertainment allows brands to reach an audience that is sceptical of advertising and to reach them in a deeper, more impactful way than is possible with traditional advertising.In this case, we wanted to reach a forward-thinking audience deeply engaged in a specific conversation, people who are tastemakers and influencers in the fashion and design spheres. To do this, we knew that we needed a rich experience built just for them. Instead of simply telling a story in traditional media, we did something big that proved our story and created content around it.Magazine-owned digital properties must adhere to guidelines established by the Association of Magazine Editors. Advertising messages should be separated from editorial content, and advertiser-produced content must be clearly marked as advertising or promotion. In this specific case, in which Lexus-branded documentary films ran on Vogue channels, we needed to ensure the intent of the message was clear and the content clearly distinguished as branded.Within Vogue channels, we created content one would typically see from a fashion brand while at the same time adhering to the guidelines. With this approach, we were able to maintain the relevancy appreciated by their audience.

To speak to the savvy readers of Vogue, we not only needed to push the bounds of print advertising, we needed to be as visually stunning and relevant as the magazine itself. So we didn’t create an ad-we created a fashion collection.

We took the 90% recyclable Lexus CT Hybrid, disassembled it into 2,000 parts and invited four of fashion’s most inventive designers to use it as raw material to create wearable art. The designs were featured in a high-fashion six-page spread in Vogue, creating the foundation for a complete transmedia experience.Five short documentary films revealed the designers’ process from inception to creation. This content leveraged a variety of social media channels to engage Vogue readers, Lexus enthusiasts and our designers’ social networks. The collection was featured at the Vogue Lounge during Art Basel Miami with a live fashion experience and charity auction.

The response was overwhelming, with a 42% increase in brand impression. One reader said, “At first, you think you’re looking at an ad for the latest fashion, then you realise its Lexus. It’s intriguing”.The project exceeded norms by: 179% for ‘Unique’85% for ‘Inspiring’77% for ‘Worth Talking About’And 52% for ‘Committed to minimising their impact on the environment’ There were 136m earned editorial impressions, but even more impressive was the wide range of conversations sparked. Articles appeared not just on auto sites but also across fashion, art and eco news outlets. The buzz went global, with mentions as far as Russia and China.

Ecouterre wrote, "From car parts to couture, Lexus is on a mission to elevate the concept of recycling. One thing's for sure, we'll never look at our 4-wheelers quite the same way again”.Taxi posited, "Are vehicles the next source for sustainable fashion?"And the Wall Street Journal said, “For Lexus, the (project) will raise its profile as a luxury brand, giving it a sense of edginess it has lacked”.