"As Lexus partners since 1998, we are proud of our achievements together in helping launch the brand in Canada and constructing the Lexus Dealer Association business in 2006. We’re honored to have supported the brand from its Canadian inception to #4 in the luxury market, most recently closing the gap with the German 3. Our reality: The Canadian market conditions differ greatly from our US counterpart. The Lexus badge at its infancy in Canada was not automatically considered to deliver on status, reward and prestige. This was a big hurdle during the Canadian debut of the brand, given our target was motivated by the cachet that came with a tier one luxury purchase. To overcome this challenge, our goal was to position Lexus Canada as sophisticated, modern, confident, bold and youthful. Our job on brand was to build positive appeal for Lexus." we quote Canadian agency DentsuBos on the topic of LEXUS in Canada.
For this appeal, the agency brought transportation photographer ANKE LUCKMANN onto the team in 2018. She now photographed the LEXUS NX. The clever topic of the shoot were reflections. Whether on a dream-like coastal road, against a dynamic urban backdrop or contemplatively in a birch forest. The Lexus NX is a Sports Utility Vehicle of the Toyota premium brand LEXUS which has been produced since the end of 2014.
The Canadians had equipped various airport buildings in Canada with large-scale posters of three motifs shot by Anke Luckamm. Anke tells GoSee: "For me, the post production specialists from HARVEST were so nice to finish the spread. We gave all motifs a slightly more special look, so I hope you like it. I would like to thank Nicola, Inga and the team!" GoSee: hiwearedentsubos.com/lexus
CREDITS
Client: Lexus Canada
Agency: DENTSUBOS
Production: Holiday
Twenty-Four Seven
Art Director: Peter Gomes
Writer/ECD: David Pigeon
Agency Producer: Erica Metcalfe
Post: Harvest