Cannes Lions
WALTON ISAACSON, Los Angeles / LEXUS / 2016
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We wanted to highlight that the new engine of the Lexus IS is so powerful it goes from 0 to 60 in just 6.6 seconds. In order to do this, we created a metaphor with life. We compressed the entire life of a person from age 0 to 60 in just 6.6 seconds, and we landed the idea that life goes fast, so be faster.
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