Working on a slew of different projects for Hendrick Lexus, our primary mediums were print and direct mail. The most rewarding project was the IS300 rollout, which targeted the adult children of Lexus owners. And because no one wants to drive what their parents drive, this was a challenging assignment. But we nailed it. By building off of the positive Lexus brand equity (quality, as it is understood by the children of Lexus drivers) as the core concept behind the new line of Lexus; we positioned the IS300 as the ‘Black Sheep’ of the Lexus family. We supplemented a 5-ad newspaper teaser campaign ahead of the rollout along with a high-profile direct mailer and a public relations blitz. The client sold every vehicle allocated to them and the campaign went on to win a ton of awards. Baaaaa.