02 Jun A Super-Smart Billboard for Lexus Adapts As You Drive
Situated at the Cape Town International Airport is a billboard that utilises a reverse perspective technique to demonstrate Lexus’ adaptive headlights technology to passing motorists. The motoring technology allows the headlights of the Lexus to move with the road to shine around upcoming curves, giving the driver a better view of the road.
The billboard mimics this for approaching motorists by giving them the illusion that the vehicle is driving around a curved, tree-lined road. The motorist’s perspective of the road in the image changes as their vehicle moves forward, just as it would for someone driving the Lexus on a curved road.
Conceptualised by FCB Cape Town’s team, the aim was to highlight the Lexus’ adaptive headlights technology and do something different with luxury car advertising. FCB Executive Creative Director, Mike Barnwell says, “As a result, we set out to use outdoor media in a whole new way. And with such a specific execution, the creative and media had to work hand-in-hand. We knew that our ‘reverse perspective’ technique would work best on a corner, and when cars are not passing at too high a speed. So getting the right site was critical. And after much back-and-forth we were able to negotiate the perfect placement, giving the creative the best possible impact.”
“This execution is so clever, it succinctly pushes the target market’s buttons when it comes to innovation and technology”, says Senior Advertising Manager of Lexus South Africa, Natasha Eddie. This innovative technology enhances Lexus’ position ‘Pursuit of Perfection’ while giving the motorists a first-hand experience of the ability of the headlights.
Client: Lexus South Africa
Senior Manager Advertising: Natasha Eddie
Agency: FCB Cape Town
Executive Creative Director: Mike Barnwell
Executive Business Director: Mike Di Terlizzi
Group Account Director: Wendy Pringle
Creative Director: Aaron Harris
Art Directors: Riaan Van Wyk, Bertus le Roux
Copywriter: Catherine Bartlett
Designer: Sharleen Hollick
Producer: Robyn Seymour
Production Company: The Video Lounge
Photographer: David Prior