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