HYDRANT HANDS by DraftFCB Johannesburg for Lexus

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HYDRANT HANDS

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Industry Cars, Automotive products, services and accessories
Media Print, Magazine & Newspaper
Market South Africa
Agency DraftFCB Johannesburg
Executive Creative Director Gareth Paul
Creative Director Tian Van Den Heever Ltd
Art Director Bradley Stapleton
Copywriter Lawrence Katz, Melusi Mhlungu Ltd
Photographer Michael Meyerfeld
Illustrator Ministry Of Illusion
Released June 2011

Credits & Description

Category: Cars
Advertiser: LEXUS
Product/Service: INTELLIGENT PARK ASSIST
Agency: DRAFTFCB SOUTH AFRICA
Chief Creative Officer: Brett Morris
Executive Creative Director: Gareth Paul
Creative Director: Tian Van Den Heever
Copywriter: Melusi Mhlungu/Lawrence Katz
Art Director: Bradley Stapleton
Photographer: Michael Meyerfeld
Illustrator: Ministry Of Illusion
Art Buyer: Malisa Green
Account Manager: Wendy Pringle
Account Manager: Wendy Pringle

English Translation of Main Headlines
To highlight the IPA (Intelligent Park Assist) feature in the Lexus LS 460 we tapped into the uncomfortable feeling you can get when you reverse your car. This anxiety comes from not being 100% sure of what’s behind you. And if you've ever bumped into something you know it’s a huge fright, as if it snuck up on you.