Print (Newspapers and Magazines): Team One, USA, The Lexus Fashion Workshop
The Lexus campaign took machine art to a new level. The 90% recyclable Lexus CT Hybrid was dissembled into 2,000 parts; then designers used various pieces to create wearable art. The designs were featured in a six-page spread in Vogue, along with short docs, generating 136 million earned impressions—on auto, fashion and eco sites. The work transformed a conservative brand into a fashion-forward statement. If owners squawk at the trade-in value, they can always try Seventh Avenue.