Lexus.
A Moment of Calm.
Finding Peace in the Chaos: Lexus Turns Ramadan Into a Time for Tranquility
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With dealers not having much stock during the Ramadan period, but still wanting to put their brands out there, the brief was to create brand messaging during the month of Ramadan.
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With so many brands pushing their products onto consumers during this month, we decided to replace our own traditional creatives with 'calming spaces' everywhere.
We created calming Youtube bumper ads with reminders to breathe, radio spots with calming music and even replaced furniture in our showrooms to turn them into calming hubs during the month that people could take a break from the crazy world outside in.
Creating Calming Spaces
Instead of traditional product-driven ads, Lexus used its platforms to provide audiences with moments of tranquility:
YouTube Bumper Ads: Short, calming reminders to breathe and relax during video content.
Radio Spots: Gentle, soothing music aired during peak listening hours to create a serene atmosphere for listeners.
Showroom Transformations: Lexus showrooms were turned into calming hubs, complete with relaxing furniture and tranquil environments, offering customers a peaceful escape from the chaos of daily life.
Aligning with Ramadan Values
By prioritizing mindfulness and calm, Lexus reinforced its commitment to enhancing the well-being of its customers while honoring the reflective nature of the holy month. "A Moment of Calm" set Lexus apart during Ramadan by offering value beyond products, creating meaningful brand engagement that resonated with the audience’s need for peace and mindfulness during the busiest time of the year.
My role in this project:
Art Direction: Designing the visual and experiential elements of the campaign, from calming ad creatives to showroom transformations.
Copywriting: Crafting soothing and reflective messaging for all campaign touchpoints.
Design: Developing cohesive assets for digital, radio, and physical spaces to bring the "A Moment of Calm" concept to life.