Lexus Australia has launched its biggest retail campaign of the year, L’Exhibition, teaming up with The Andy Warhol Foundation for the Visual Arts via M&C Saatchi Sydney.
At the crux of the fresh campaign, any customer who picks up a Lexus vehicle during the month of October will have the chance to win an original Andy Warhol screen print – the infamous Black Bean Soup Can.
The promotion celebrates Lexus’ ambition to create ‘automotive artistry’, and as a result positions the car company as a luxury retailer that hopes to be seen as giving the winning buyer not one, but two masterpieces.
The campaign creative work draws direct inspiration from Warhol’s timeless pop art, capturing Lexus vehicles through an exacting recreation of his style and processes.
Adrian Weimers, Lexus Australia corporate manager, said, “The Andy Warhol Foundation were an obvious choice to partner with for our retail campaign. His artwork truly embodies the Lexus brand and mindset that goes into the development of our vehicles – bold, distinctive, and a masterpiece.”
Andy DiLallo, M&C Saatchi Sydney chief creative officer, added, “Andy Warhol and Lexus share uncanny similarities. Both encompass incredible artistry and unmatchable luxury.
“The campaign represents the pride and prestige of purchasing a Lexus and aims to enhance this experience through the opportunity to win an authentic piece of art from one of the world’s most renowned artists”.
L’Exhibition is an annual Lexus sales event. This year’s campaign launched on October 1, and will conclude on October 31. The winner of the ‘Black Bean Soup’ print will be announced in November.