SITUATION
Every August, Lexus has their Golden Opportunity Sales Event, the best time of the year to get a deal on a new Lexus. Time to buy was limited, so we needed to drive urgency during the summer months when it’s easy to procrastinate.
SOLUTION
Invite people to seize the moment by not wallowing in past regrets. To get to this, we created a place where all your past regrets live: The novel you didn’t write. The trip you didn’t take. And finally, the dream Lexus you didn’t buy. The campaign included dealership point of sale, national TV spots, radio, newspaper and digital media.
ROLE
Senior Art Director @ Team One