The holidays have a way of becoming a production. The perfect gifts, the packed calendars, the pressure to make every moment magical. But what if the real joy isn’t in how much we do, but in how we make others feel? That’s the inspiration behind “Child’s Eyes,” the newest chapter in Lexus’ iconic “December to Remember” holiday campaign.
Through information gained from our proprietary research tool, Global Affluent Collective, we know this audience values the importance of making the holidays special for others. It’s the type of investment that creates a lasting, emotional memory that only compounds over time.
December to Remember reminds people of the childlike joy of the holidays.
Create a feeling that lasts far beyond the holiday season.
Working from the Building Blocks of Aspiration framework of fantasy, tradition, and purpose, “Child’s Eyes,” shifts the spotlight from the gift to the giver, celebrating the people who selflessly go out of their way to make the holidays special for others. And in an emotional twist, the film brings that feeling to life through a childlike transformation, reminding us that the wonder of the season doesn’t have an age limit.
Through broadcast, digital, social, radio, print and out of home, we ensured December to Remember didn’t just feature luxurious cars, but reminded people of the joy the holidays inspire when you make the season magical for others.
