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What happens when you ask a collective of creators across Europe to take an ordinary world and make it extraordinary? In partnership with agency T&Pm, Lexus have collaborated with three European artists and designers to help launch the LBX and create their own unique version of what ‘Everyday Extraordinary’ means to them. This campaign signals a new path for the brand with an audience that is inspired by creativity and cultural connection. 

As a new entryway into the brand to include younger consumers the LBX presented a challenge for T&Pmto create a platform that aligned with a group that are not only at the forefront of culture, but often driving it. The “Everyday Extraordinary” platform underpins all communications around the model, bringing to life the audience’s spirit of living life now and making the most of every opportunity. 

In this fast-paced and energetic world the LBX design means everyday driving experiences are elevated and made into moments of luxury, enabling people to experience the best life has to offer. This vision of Everyday Extraordinary cannot be defined by just one perspective but realised in the visions of the many – inspiring the work with artists and reinforcing the LBX launch campaign released earlier this year.

The artists Andreas Wannerstedt, Ricardo Orts (best known as Ulises) and Charlotte Taylor have used existing campaign imagery and film as the canvas to bring to life their vision. The results were eye-catching artworks within their own signature style and short form documentaries following the process of creation, diving into their visual imagination and revealing what inspires them in their daily life. 

Andreas Wannerstedt: “The LBX brings a fresh and extraordinary approach to the everyday life and that is what inspired me to work with Lexus on this project. I was inspired by the sharp design and choice of stunning colours to create this extraordinary version of everyday city life in my artwork.”

Toby Allen, Executive Creative Director, T&Pm: “The LBX democratises luxury, so it made sense to democratise the way we made the campaign for it. There is so much a progressive brand like Lexus can gain by bringing creators and their unique artistry into the process, and so much we can learn from each other along the way.”

Filip Belmans, Lexus Europe Head of Communications and Customer Experience, commented: “It has been amazing to see our LBX philosophy interpreted through diverse digital artistry that reimagines everyday city living. Our design ambition for the LBX was to create a car that is more relaxed than formal in character, displaying an authentic, effortless style that people will instantly feel a connection with. Each artist has captured this quality while applying their own creative vision to the project.”

Featuring 4 key visuals and 2 digital animations of different everyday scenarios, plus a series of behind-the-scenes social films the campaign is now live across Lexus’ social and digital channels, as well as the social channels of each creator.