Lexus Ramadan 2024 - Proposed
Agency: VML Jordan
Role: Digital Designer
Brief:
Ramadan is coming around the corner, along with Lexus offers. Lexus’ target market in Jordan is becoming difficult to define, and its place amongst its consumers is becoming lost. During Ramadan, the month where brands connect with their consumers the most, we needed to make Lexus known to its target audience.
Lexus Ramadan 2024 - Proposed
Agency: VML Jordan
Role: Digital Designer
Idea:
Lexus is the most valuable car on the market, as proven by several studies around the world. In essence, it’s the smartest decision to make. This insight sparked our direction and allowed us to hone in on the people we need to be targeting.
Our message aimed to capture the importance of making smart decisions, especially ones that shape the future we create for ourselves
I created a grid system to organize elements for the key visuals. This was inspired by our organized and intelligent target audience, whom we would be targeting for this campaign. As Ramadan offers are often heavy on the Islamic-inspired visuals, I decided to abstract this concept, using black to represent the night sky in which people are most active, as well as the star elements often associated with the month. They also represent points we end up in in our journey, highlighted by the lines between them.
To connect our tagline to the product being sold, I created car-specific messages that played a double-entendre, acting as metaphors for the vehicles themselves and the perks of going with Lexus at the same time.
We continued this concept, continuing these specific messages and relating them to the offer, creating a full-circle campaign that solidified our concept’s direction.
Results
While the client opted for a different Art Direction, the proposed messaging and direction remained.