We developed an imaginative means to appeal to the curious nature of the Affluential by leaving an intriguing trail of leaves within the pages of The New Yorker magazine that culminated in a final piece introducing the LS 600h L.

The execution created impact and engagement throughout the magazine by using limited space and renewable materials.In collaboration with The New Yorker, we selected multiple sections within the issue, utilizing customized small space units in the form of The New Yorker’s entertaining cartoons. These cartoons were covered by authentic, organic leaves. Soy-based type printed on the leaves showcased the benefits of Lexus technology, lessened emissions and eco-innovation. The leaves could then be removed to reveal the cartoons that delivered a synergistic hybrid message.

Given the elite nature of this audience, traditional research was out of the question. Therefore, our key metric was whether we created buzz amongst Affluentials. Within the blogosphere, we found proof of success. Of note was a posting by a National Public Radio journalist who found Lexus’ message truly noteworthy.