LexusSafety.com

When you hear "Lexus," your mind immediately conjures up adjectives such as “luxury,” “craftsmanship” and “performance.”

But not “safety.” And that was our brief.

We created a series of moments that show what people do while they’re driving—besides driving. The spots led viewers to LexusSafety.com, a site that shared driving tips and demonstrated that Lexus could hold its own in an area long-dominated by BMW, Mercedes and Volvo.

At its peak, the site drew 11 times more traffic than Lexus.com and the spots themselves won awards in all the major shows.