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Category
Consumer - Experiential Advertising / Installations
Annual ID
CP16041M
About the Work
Lexus performance cars are designed to connect car and driver for a more thrilling driving experience. To launch the new Lexus RC F in Australia, we set out to prove this. We began by stripping an RC F bare of all its panels and then spraying it with electroluminescent paint. Wireless heart rate monitoring technology was then connected through a bespoke hardware system that captured and processed the data. This allowed us to display the driver’s heartbeat on the outside of the vehicle - making it impossible for the driver to hide how they felt about this car. In a project designed to measure the output of both car and driver – for the first time ever Lexus were able to show the world how thrilling the RC F is to drive. This is heart racing. This is the new Lexus.
2016 Awards
Total Points: 5
Merit
Credits
Agency
M&C Saatchi / Sydney
Production Company
Rapid Films / Sydney
Art Director
Chris Cheeseman
Chief Creative Officer
Andy DiLallo
Creative Director
Chris Little
Designer
Matt Willis
Director
Jonathan Nyquist
Executive Creative Director
Ben Welsh
Photographer
Ian Butterworth
Writer
Phil Leece
Agency Producer
Lill Ireland
Digital Artist / Multimedia
James Jamias
Richard Sellies
Russell Taylor
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