• December 24, 2007

Toyota's Lexus division wants attendees at the Sundance Film Festival--who are likely to be receptive to the message--to know that one can have luxury without the guilt. The company is promoting its hybrid-powertrain vehicles with a lifestyle effort called "Hybrid Living" Jan. 18-22.

Besides sponsoring the Project GreenHouse for the second year in downtown Park City, Utah, where the festival takes place, Lexus will sponsor a concert by John Legend. Sundance Channel will produce segments on the GreenHouse for their daily on-air broadcast of the Festival.

Lexus is providing complimentary rides to the site in the Lexus RX 400h hybrid SUV and Lexus LS 600h L hybrid sedan.

Lexus says the Project GreenHouse will be carbon neutral. Participating films, documentaries, and shorts can offset their carbon emissions through partner Earth Pledge and its Limit450 division, which supports local American farmers. Festival-goers can visit the project to sign up to offset the carbon footprint of their travel to the festival.

--Karl Greenberg