Lexus Craft, Multicultural Moments is a multicultural brand campaign for Lexus Canada in social, digital, OOH, and print, targeting Chinese and South Asian Canadians. 

Valued for their sheer size and growth in purchasing power, Chinese and South Asian Canadian luxury consumers are culturally drawn to Lexus attributes such as spaciousness, prestige, hospitality, and reliability. They already culturally align with the Lexus brand, though they don’t know it.

In a world of endless distractions posing as luxuries, Lexus creates exquisitely crafted luxury vehicles that let you truly experience amazing moments. But immigrant Canadian audiences don’t automatically see themselves in a Lexus. Why? Because “amazing” for the average Canadian is not the same as “amazing” for an affluent, driven immigrant.

The unlock

We need to show them they belong in a Lexus, living the better Canadian life they came here for, experiencing the amazing moments that matter to them.

The Bloody Great Idea

Lexus is crafted to take me to the moments that mean the most to me. 

We reflected the multicultural consumer and spoke to their needs with authenticity. We defined meaningful moments and told stories of craft that show how Lexus = meaningful (not shallow) luxury, creating emotional impact. We made our consumer feel seen in brand storytelling for the first time. Our Chinese line rose beyond mere translation to capture this:  匠心匠作 成就極致時刻 meaning Craft, mastered, delivers life’s most meaningful moments. 匠心匠作 refers to the outstanding craftsmanship that produces excellence. 成就極致時刻 emphasizes the significant moments that Lexus makes possible.

The stories

Based on consumer preferences, we focused on two models—the GX and RX—and crafted three stories around them to show how Lexus can be an integral part of life’s most cherished moments. The stories themselves were drawn from real-life experiences of the target audience, providing a critical level of authenticity.

We use a two-frame or split-screen storytelling technique. In the first frame, we show a beauty shot spotlighting Lexus craftsmanship. In the second, we show a snapshot of an amazing moment from the life of a high-achieving, driven Lexus owner. A moment that happened in a Lexus. A moment they arrived at in a Lexus.

We hired Dattu, one of Canada’s most celebrated multicultural photographers, to help us show Lexus as the ultimate luxury family vehicle that elevates every journey into an extraordinary moment through heartfelt visual stories.

In Happy Dance, the moment we see is a South Asian mum and her girls on the way to an Indian classical dance recital. For our Chinese Canadian audience, we showed a Chinese mum and her girls headed to a ballet recital. The craft? The driver-inspired GX cockpit lets driven immigrants focus on the road ahead while sharing laughter and tunes. 

In Light me up the craft behind the panoramic moonroof in the RX that lets you and those you love immerse yourselves in the moment, seized with wonder at the northern lights and the great Canadian outdoors. 

In Home Run, we see the spacious GX as it luxuriously cocoons your three-generation family on their Canadian journeys—in this case, on their way home from a ballgame. This ad was beautifully timed to make the most of the Blue Jays’ amazing season that culminated in their run for the World Series title.

Every ad in the campaign celebrates Lexus as a sanctuary where luxury, comfort, and safety create authentic moments with Indian and Chinese Canadian families.

Our culturally relevant stories show how Lexus craft is synonymous with meaningful luxury and were delivered in the media preferred by our consumers. Lexus made them feel seen. And because the messaging was relatable, authentic and aspirational, it made them feel served. Job done.

Impact
Launched in February 2025, the campaign ran till November 2025. By the end of the campaign, we had exceeded expectations and targets. There was a 7% rise in South Asian Canadian consumers and a 3% rise in Chinese Canadian consumers who saw Lexus as a fit for their lifestyle. 5% more South Asian Canadians and 6% more Chinese Canadians now see Lexus as a brand meant for someone like them. Perceptions of Lexus as high-quality rose 4% among South Asian Canadians and 7% among Chinese Canadians, a critical improvement in how Lexus is perceived as a luxury brand.

The campaign’s upper-funnel awareness-focused approach led to high engagement among targeted audiences, indicating effectiveness of reach.
Our DOOH campaign performed exceptionally well, delivering 176% above the benchmark.

South Asian premium content outperformed benchmarks with custom audience targeting and cricket-related contextual targeting delivered strong engagement, unique users and driving the highest CTRs.

The Chinese campaign achieved a high CPM and the huge number of clicks, indicated strong user interest and engagement. WeChat advertorials resonated strongly, generating 1000s of page views. The high number of banner ads clicks indicated strong engagement and visibility. Sing Tao placements resonated especially strongly with Chinese audiences.

Across regions and segments, user interactions went beyond pageviews; with high site engagement over tens of thousands of sessions on Lexus websites. Display and Paid Search delivered the highest engagement.

While unit and share sales for Lexus were not key metrics, this multicultural brand campaign (a first for the brand) contributed to a major lift in monthly market share and a significant share-point gain (sales figures cannot be disclosed).