A quick 3-second sketch in a notebook evolves into the heart and soul of Lexus Hybrid Technology with the global launch of “Power of h.”
Lexus turned to Team One to launch the world’s luxury hybrid. At the time, the project was so top-secret that Lexus couldn’t even provide a vehicle to shoot. We created a campaign using beautifully crafted long copy and custom designed logo to launch anticipation and intrigue. During a coffee shop concepting session, I sketched this “power of h” logo in my notebook with the thought of hybrid technology is now multiplying the power of luxury (I am no math wizard but old math worksheets must have been flying around my mind). My partner, Josh Bloomberg, and I created an entire campaign based on the idea of “Lexus to the power of h” and launched a campaign that used language and metaphor to create the stage for launch.
Recognition
This “Power of h” vision was cemented as the global positioning for Lexus Hybrid and celebrated by the Lexus/Toyota C-suite. We were awarded The Kevin Roberts Award for the best Saatchi & Saatchi launch campaign. And Lexus continues to use our logo and “Power of h” launguage to this day. I believe we were served a special blend of coffee the morning Josh and I sparked this idea!
From sketchbook birth to global launch.
We created a 30 second piece that was shown in the first class section of flights across the county. Turned out to be a perfect way to capture the undivided attention of our Lexus demo.
Executive Creative Director: Chris Graves
Copywriter: Josh Bloomberg
Art Director: Tom Gilmartin
Director: Brand New School
I believe this was the first Lexus vehicle launch that didn't have a shot of a vehicle in it. We kept it simple and let the words create the imagery.