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The Lexus Sriracha IS
Helping Lexus spice up the PR effort for the IS, one of their hottest models.
The Lexus Sriracha ISWatch Case Study Video
How do you celebrate the launch of the 2017 Lexus IS sport sedan—a car designed to be bold, provocative and fun? Team One and Lexus set out to make a hot car literally spicy. How? Just add Sriracha. Specifically, the Lexus Sriracha IS.
With the blessing of David Tran, founder and CEO of Huy Fong Foods, we gave this mouth-watering model all the foodie finishes a hot-sauce lover needs. These included a custom paint job with chili-like flecks, a Sriracha-injected steering wheel, temperature settings that go from cool to Sriracha, bottle-cap green accents on the spindle grille and green seat stitching and mood lighting. The result is guaranteed to make your pulse race and your palms break out in a sweat.
DECEMBER TO REMEMBER SALES EVENT
KIDS ASK SANTA FOR SOME TRANSPARENTLY SPECIFIC GIFTS IN THIS YEAR’S LEXUS HOLIDAY CAMPAIGN
DECEMBER TO REMEMBER SALES EVENTWatch The Spot
For the big red bow’s “Sweet 16” in 2016, Lexus and Team One launch a new integrated marketing campaign anchored by five general market commercials. The ads aim to rekindle adults’ love for the holidays by encouraging customers to embrace the childlike sense of wonder that accompanies the season. The spots — whose voiceover states, “If you’re going to wish, wish big”—position Lexus vehicles as the ultimate object of desire and feature adults enlisting their children to help them put in their requests to Santa Claus.
The print campaign adopts a similarly playful tone with exclusive illustrations from American artist Andrew Bannecker. The ads show various Lexus vehicles topped with red bows alongside the headline “Wish, Granted,” and offer a modern interpretation of a classic winter wonderland.
LEXUS and LEXUS DEALER ASSOCIATION
THE LEXUS PERFORMANCE LINE & SOCCER STAR CLINT DEMPSEY TEAM UP TO PROVE YOU CAN NEVER HAVE TOO MUCH PRECISION.
SPORTS THRILLUSTRATEDWATCH TV SPOT
Everyone knows the name Sports Illustrated. But when you pair three thrilling vehicles with one soccer superstar, you get an entirely different experience—Sports Thrillustrated. As part of an integrated campaign for the Lexus Performance Line, we partnered with Sports Illustrated and Clint Dempsey to create a custom-content series that puts the skill of both car and player on dramatic display. The resulting video transports the viewer to the middle of the ultimate trick-shot playground. Because when Lexus and Clint Dempsey get together, precision is the name of this game.
GS F THE BRACKET
AN ENTIRELY NEW BRACKET GAME MAKES COLLEGE BASKETBALL FANS CRAZY ABOUT LEXUS.
GS F THE BRACKETWatch Case Study Video
Every March, 70 million brackets are filled out on various sports websites by rabid college basketball fans. With hundreds of corporate sponsors every season, getting fans to notice your brand is a daunting challenge. Which is why Lexus decided to try something new. Instead of sponsoring a bracket on a sports website like everyone else, we gave them another bracket—one with a twist. With Yahoo, we created GS F The Bracket, an entirely new bracket game. Rather than picking which teams would win each game, fans predicted which match-ups would be the fastest to go from 0 to 60 points, inspired by the 4.5-second 0-to-60 time of the GS F. Yahoo had millions of traditional college basketball brackets filled out on their site. And every time a fan finished their bracket, they were invited to play GS F The Bracket.
With TV and social supporting the effort, 65,000 people signed up and continued playing and engaging for three weeks, making GS F The Bracket the most engaging branded college basketball bracket in the history of Yahoo. The bracket generated 166 million media impressions and 54 million earned media impressions. The video we created to announce the bracket received 23 million impressions.
NYFW PARTNERSHIP WITH JEREMY SCOTT
LEXUS PARTNERED WITH FASHION DESIGNER JEREMY SCOTT TO CREATE A FLEET THAT DROVE NOT JUST PASSENGERS, BUT ALSO AWARENESS.
NYFW PARTNERSHIP WITH JEREMY SCOTTView Example
Alongside the glitz and glamour, the reality of Fashion Week means attendees struggling to maneuver their way from one show to the next. Team One helped Lexus do more than merely offer transportation. To maintain relevance and live up to its Fashion Week mantra, “Design Disrupted,” Lexus partnered with unconventional fashion designer Jeremy Scott. Together, they created an innovative way of showcasing the highlights of his collection to the general public—wrapping his standout prints of the season on Lexus’ best-selling vehicle, the all-new 2016 RX.
SCOUT® SIXTY LAUNCH
THE BIKE THAT STARTED COUNTLESS LEGENDS IS THE ONE YOU RIDE TO START YOUR OWN
SCOUT® SIXTY LAUNCHWatch Case Study Video
Be legendary. That wasn’t just our tagline; it was our brief for launching the latest in a long line of Indian Motorcycles—the Scout Sixty. Our task was to create a bridge that passed the mantle from the Scout’s heroic past to its trailblazing present. And your legendary future. Our solution was a high-speed timeline celebrating some of the most famous Scouts in history. To generate hype for the Scout Sixty launch at the Progressive International Motorcycle Show in Long Beach, we used our fleet of legendary Scouts to create a week-long countdown of imagery and teaser videos on Facebook and Instagram. This integrated campaign used the Scout story to remind riders that every legend needs a starting line. Yours included.
TIME.COM MEDIA PARTNERSHIP
LIVESTREAMING AN ASTRONAUT’S SAFE RETURN HOME FROM SPACE OFFERS A COMPELLING WAY TO FOCUS ON SAFETY HERE ON EARTH.
TIME.COM MEDIA PARTNERSHIPWatch Case Study Video
Getting people home safely is something Lexus does every day. Team One partnered with TIME’s documentary series A Year in Space to bring this idea to life in a compelling media event focused on one of the biggest homecomings in recent years–an astronaut’s safe return to Earth after a record-breaking 340 days in space. A beautiful web film featuring footage from historic space homecomings was made exclusively for the partnership to kick off the livestream. Positioning the Lexus RX as “the official luxury crossover of getting home safe,” the film creates a strong emotional connection to the advanced safety features of the RX, while also making Lexus a part of this cultural moment.
USING VIRTUAL REALITY TO EMPOWER SEASONAL MOMENTS OF ZEN.
2015 TECHNOLIDAYS™Watch Case Study Video
Technolidays is all about making the holidays better through technology. During the stressful holiday season, Team One put users just one click away from an interactive virtual-reality winter wonderland. The result? A much-needed moment of tranquillity. Mobile phone required. Headphones suggested. Parka optional.
RC F RACING SIMULATOR
LEXUS FEATURES RC F COUPE WITH OCULUS RIFT DRIVING SIMULATOR EXPERIENCE.
RC F RACING SIMULATOR
To experience the 2015 RC F coupe, Lexus and Team One created a racing car simulator using the Oculus Rift DK2. The immersive experience put users behind the wheel of the RC F by combining an actual RC F steering wheel and foot pedals with a motion-controlled VR video. The result was an arcade-like driving game, only about ten times cooler.
DECEMBER TO REMEMBER SALES EVENT
LEXUS CELEBRATES CHILDHOOD WHIMSY BY PUTTING HOLIDAY MAGIC (AND THE CREATIVITY OF PARENTS) AT THE FOREFRONT OF ITS HOLIDAY CAMPAIGN
DECEMBER TO REMEMBER SALES EVENTWatch Case Study Video
For the 15th year of their annual “December to Remember Sales Event,” Lexus and Team One created an integrated marketing campaign that built on the approach of telling children fanciful stories of how the family’s new Lexus arrived. The first spot, “Snow Globe,” shows Santa Claus masterfully placing a tiny bow on the roof of a miniature Lexus inside a snow globe. The magic continued with “Racetrack,” which transported viewers to the North Pole, where a penguin set a toy IS into motion and on its way home for the holidays. The campaign also came to life spectacularly in the windows of Barneys New York and Beverly Hills. There, three crystal-encrusted penguins perched atop 3D-printed scale models of jewel-encrusted Lexus IS, GS F and RC F models, raced around a translucent track. And in addition to specially designed promotions in its stores, Barneys offered an exclusive, limited-edition Lexus RC F remote-control car.
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