‘CLUTCH OR CASE’
Lexus Plug-in Hybrid Range - Press Campaign
In Australia drivers don’t fully understand Plug-in Hybrid technology, hence the collective hesitation to switch from petrol cars. Lexus set out to close the knowledge gap. We dramatised the benefit of Plug‑in Hybrid technology by creating a print campaign that expresses the duality of choice through a series of visual metaphors. The headline and visuals combine to create a compelling narrative that not only explains Plug‑in Hybrid technology, but does so through the lens of aspiration, simplicity and luxury – making the technology feel both desirable and instantly understood. The work was strategically placed in fashion, travel and news lifestyle publications and segments.
L-R: ‘HEEL OR HORSE RIDING’, ‘CLUTCH OR CASE’, ‘250ml or 1 Lt’
