Besides its racing heritage and the unique look of its cars, consumers know very little else about what makes Lotus truly special. They wanted to differentiate themselves from their competitors by exploiting their strength to drive sales: Lotus sports cars are born to deliver an ultimate performance through being lightweight.

Staying true to its philosophy, we used the same materials that go into building these cars as the medium for a series of road show posters, to display the technological brilliance and simplicity in designs that are the hallmark of every Lotus.

As part of an innovative display that also featured a completely stripped-down Lotus Exige S suspended in mid-air, the posters enhanced interest in the cars and drew many enthusiasts to seek more information. At the end of a 2-week period, 135 enquiries were made about the cars, 62 people signed up for a test drive, and 15 bookings were registered.