Heartbeat
Some things can only be measured by the heart.
On paper the Lexus RCF falls short of its European rivals. We wanted to tear up the spec sheet and help buyers focus on what really matters – how exciting the car was to drive.
So we connected car and driver like never before, inventing a biometric paintwork that allowed us to display the drivers heartbeat on the outside of the vehicle in real-time.
CLIENT Lexus.
ROLE Concept, Art Direction, Creative Lead.
RESULTS
110 million earned media impressions across 30 different countries.
Highest month's sales in Lexus Australia's history.
25% increase in market share for the RCF.
Casestudy
Biometric paintwork.
We used an Arduino to link the drivers biometrics to a coating of electro luminescent paint on the bodywork that glowed when a current passed thorough it. To the naked eye the car looked like a standard silver Lexus RCF, when connected to the driver it came to life, pulsing at the same rate as the drivers heart rate.
Racing’s scariest corner.
At the foothills of Mt Fuji lies Fuji Speedway, the birthplace of the Lexus racing division, and one of the deadliest tracks in the world during the 1970’s. Daiichi (The Big One), was the first turn on the track. An impossible hairpin bend that claimed more lives than any other corner in racing. It was so dangerous it was closed in the 1980s.To put the Heartbeat Car to the test we recreated Daiichi on an abandoned airstrip in Australia and invited drivers to race the car for themselves.
WIRED partnership
We invited influencers and journalists in tech and motorsport to experience the car firsthand. As well as partnering with Wired to create bespoke for their readers.
Film
posters.
Our print became film posters, each was ‘Shazamble’ and launched a 2-minute film of the experience. The ads ran as wraps on broadsheet newspapers and in premium magazines. This was supported by advertorial in GQ magazine and in rich media takeovers on Australia’s top online news sites, as well as the home of petrol heads - Top Gear.
