This was the first digital project since the launch of the new Creating Amazing positioning. It was important that Creating Amazing was at the heart of it, so our idea was to bring to life the 'Million Mile Test Drive' that the new Lexus GS embarked upon during its development. We launched the idea through TV, alongside a dedicated website: a photo journal of the test drive that feels like it's a million miles long.

Launch the campaign
Published
November 2012
Topics

The Story

This was the first digital project since the launch of the new Creating Amazing positioning. It was important that Creating Amazing was at the heart of it, so our idea was to bring to life the 'Million Mile Test Drive' that the new Lexus GS embarked upon during its development. We launched the idea through TV, alongside a dedicated website: a photo journal of the test drive that feels like it's a million miles long.

Because our goal was to have one continuous photographic experience that seemed to go on for a Million Miles, our technology focus was to tell the story, uninterrupted, in the most elegant, seamless and subtle way possible. Using HTML5 and CSS3, we always had the next chapter loaded, embedded moments of interaction and used subtle animation and parallax to enhance the experience without technology becoming the story.

The Technology

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    Social

    Facebook

    Twitter

The Results

This site allowed users to sit back and indulge in something beautiful, whilst learning a little about what Lexus stands for and how this is embodied in the new GS. We believe that brands like Lexus have more impact when they practice what they preach.

3

continents visited

11,359

photographs taken

1M

miles driven

Launch Date June 1, 2012