Give Amazing

With Give Amazing, our team set out to help the brand pivot from their traditional holiday storytelling campaign. Instead of selling automobiles through scripted shorts, full of logos and product placement, our goal was to showcase a more purpose-driven state of mind, fueled by community and selfless acts of giving. There would be no cars featured in the campaign - a first for the brand. And the spots would be produced as a series of cinematic short films. Each film featured a compelling cast of characters from under-represented communities who had overcome past hardships thanks to the support of their loved ones. The films were seen over three million times online and the resulting hashtag campaign resulted in over 100,000 dollars being raised to benefit the Boys and Girls Club of America. The social impact campaign asked everyday people to post videos and photos featuring everyday acts of kindness around the holidays, and for each post, Lexus would donate ten dollars to the BGCA.