Lexus Print Eyes will follow, 1 by Saatchi & Saatchi Singapore

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Eyes will follow, 1

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Industry Cars
Media Print, Magazine & Newspaper
Market Singapore
Agency Saatchi & Saatchi Singapore
Executive Creative Director Dominic Stallard
Art Director Dominic Stallard, Eric Yeo, Chris Soh, Dana Lim
Copywriter Ruchir Sachdev, Arvid Lithander, Jennie Morris
Designer Ivan Yeo
Illustrator Tobii
Released October 2016

Awards

D&AD 2017
Crafts for Advertising Illustration for Advertising Wood Pencil

Credits & Description

Agency: Saatchi & Saatchi
Client: Lexus
Illustrator: Tobii / Objective Experience
Art Director: Eric Yeo
Art Director: Dominic Stallard
Art Director: Chris Soh
Art Director: Dana Lim
Designer: Ivan Yeo
Copywriter: Arvid Lithander
Copywriter: Ruchir Sachdev
Copywriter: Jennie Morris
Executive Creative Director: Dominic Stallard
Senior Account Director: Elliot Rudge
Group Creative Director: Eric Yeo
Account Executive: Guay Qianhui
Ceo / Technical Director: James Breeze
Manager Brand Marketing (Client): Madeleine Chan
Client Services Director: Sidhaesh Subrah
Technical Production: Objective Experience
Production Company: Think Tank
Description:
Looking at the Lexus IS for the first time, it is highly distinctive as compared to its German counterparts. We wanted to prove this.
Eye-tracking wasn’t designed to be consumer-facing, but we found that the data it produced, although brutally honest, could be surprisingly beautiful at the same time. We were really excited by the idea of using the technology to show people how they subconsciously saw the Lexus IS for the first time, instead of preaching to them about all the car’s features.