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The Million Mile Test Drive

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the rundown

This was the first digital project since the launch of the new Creating Amazing positioning. It was important Creating Amazing was at the heart of it, so our idea was to bring to life the ‘Million Mile Test Drive’ that the new Lexus GS embarked upon during its development. We launched the idea through TV, alongside a dedicated website; a photo journal of the test drive that feels like it’s a million miles long.

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The Building Blocks

Because our goal was to have one continuous photographic experience that seemed to go on for a Million Miles, our technology focus was to tell the story, uninterrupted, in the most elegant, seamless and subtle way possible. Using HTML5 and CSS3, we always had the next chapter loaded, embedded moments of interaction and used subtle animation and parallax to enhance the experience without technology becoming the story.
  •   Social
    Facebook
    Twitter

The Votes

The Details

Agency
Brand
Lexus
Targeted Regions
  • Europe
Marketing Objective
Launch Date
June 1, 2012

The Team

  • Amaze www.amaze.com/
  • Dominic Warren, Technical Lead
  • Ian Watson, Lead Developer
  • Rachel McMurtie, Developer
  • Oliver Reece, Developer
  • Paul Middleton, Developer
  • Praveena Patel, Programme Manager
  • Mind's Eye www.mindseyemedia.tv/
  • Guy Stephens www.guystephens.com/
  • Guy Stephens, Photographer
  • CHI & Partners www.chiandpartners.com/
  • Jon Burley, Executive Creative Director
  • Micky Tudor, Creative Director
  • Chad Warner, Digital Creative Director
  • Dan Beckett, Head of Art
  • Neil Clarke, Creative
  • Jay Phillips, Creative
  • Phil Dabrowski, Producer
  • Maebh Kelly, Producer
  • Jack Shute, Business Director
  • Samantha Brown, Account Manager
  • Josh Roth, Account Executive
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The Stats

  • 3 continents visited
  • 11,359 photographs taken
  • 1M miles driven

The Results

This site allowed users to sit back and indulge in something beautiful, whilst learning a little about what Lexus stands for and how this is embodied in the new GS. We believe that brands like Lexus have more impact when they practice what they preach.

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