LEXUS WITH 23ANDME - GENETIC SELECT

What if there was a way to find the perfect vehicle for you...and only you? Thanks to an exclusive partnership between Lexus and 23andMe, now you can. Introducing Genetic Select. The world's first car-buying experience that uses human genetics to craft the car you were made to drive. At least, according to this highly successful April Fools campaign.

RESULTS:

This campaign became the 3rd most shared Lexus film OF ALL TIME. We garnered over 618 Million PR impressions, 208 Million total views, became a top trending film on YouTube, received 2 Million social media engagements, the highest click rate on any targeted CTA for Lexus EVER, and was featured in over 200+ news and online publications (Creativity-Online, AdAge, ADWEEK, Huffington Post, Forbes, etc). It also aired nationally on TV during Saturday Night Live and all over Comedy Central.

AWARDS & FEATURED PUBLICATIONS/WEBSITES:

- Creativity-Online
- AdAge
- ADWEEK
- Forbes
- Reel Chicago
- Huffington Post
- The Verge
- HighSnobiety
- CNBC


CREDITS:

Client - Lexus
Agency - Team One
Year - 2018
Creative Team - Austin Muncy, Jason Brady, Andrew Crawford, Jon Ruppel, Craig Crawford
Film Director - Paul Goldman