PTO Creative

Lexus RX Global Launch

The Lexus RX was the car industry’s first luxury crossover. But since it started and defined that category, the RX hadn’t really changed that much. Our task was to announce the first major redesign and to turn heads of a younger audience who often dismissed the RX as “old luxury.”

We created a Facebook campaign to speak directly to people who were also celebrating defining moments in their lives during those actual moments.