The Challenge

Hybrid vehicles are powered by a petrol engine and an electric motor. Most on the market need to be plugged-in, but a Lexus Self-Charging Hybrid doesn’t. It charges itself, turning its lost energy into battery charge.

Despite being around for 15 years, 70% of Europeans believed our Hybrids need to be plugged-in to charge. And we know that the plugging-in misconception is a major reason for their rejection.

Europe needed to be educated on the reality of Self-Charging Hybrid…

The Approach

We thought, if Self-Charging technology was used in a mobile phone, no one would believe it. Imagine if the more you scrolled, the more it charged. It would be completely illogical, the opposite of what you expect. The same applies to our cars: a hybrid that charges the more you use it is completely illogical.

This pan-European campaign shows Lexus Self-Charging Hybrids in a world where various logical elements have been flipped. A world where they fit in amongst the illogical, dramatising the reality of the technology and educating the public on Self-Charging.

The Results

The campaign was well received by the creative industry press, receiving the editors pick in AdAge, Creative Work of the Day by W&V and a 5-star rating on David Reviews.