To celebrate Lexus’ relentless commitment to craftsmanship, we built a life-size replica of the IS saloon, from 1,700 fully recyclable laser-cut cardboard sheets – and produced a suite of assets to help reveal it to the world.

The concept was born out of our knowledge of the skilled men and women – known as takumis – who work on the Lexus production lines. You see, each one must be able to fold paper into a origami model cat, using only their non-dominant hand.

This project took this perfectionist spirit to the next level, as well as tying into the 2014-15 Creating Amazing global brand campaign. And the world’s response was nothing short of phenomenal.

Results:

• 150m global social media impressions
• 102m global earned media impressions
• 130+ articles generated
• 1.5 million+ YouTube views