Team One

In today's environment where there is a lot of "noise" that obtrudes on the ad message, new media is becoming so important as an additional means of grabbing audience attention. Team One caught on to this and created an out-of-home campaign for Lexus featuring the RX getting into an "accident." These simulations took place in store fronts in New York and San Francisco to show passerby the benefits of Lexus's Actively Safe, an addition to the automobile that warns drivers when they are about to get into a collision. When pedestrians walked by the store fronts a motion sensor would send that car into the window, followed by copy stating that while safe helps you when in an accident, actively safe helps to avoid one altogether. This media was a perfect combination with the product on the part of Team One New York- a high involvement and high cognition product such as automobiles really need and benefit from high involvement media.