Kitcatt Nohr Digitas

It’s a safe assumption that business audiences are intelligent. But that doesn’t make them keen on technical detail.

Hybrid engines are born out of incredible technology. That’s also incredibly complicated.

We were tempted to explain this engineering ingenuity. But then we dug deeper into the brand. Lexus puts a lot of effort into making all this kit vanish. Behind the hand-varnished timber dash. Under the soft leather seats. And indeed, the biggest breakthrough is a powerful electric motor you cannot even hear.

In this communication, we equated the power of this engine with that of a silent partner in business: you might not hear much about them, but you’d move a lot slower without them.

This analogy let us tell stories that interested our audience: the secret of America’s first female president to illustrate power, and the financial genius behind Chanel to highlight style and luxury.

And these stories shifted metal. 106 sales are directly attributed to the pack, including a third of the annual target for the model featured.