Lexus is a luxury automotive brand deeply embedded in South Africa’s vibrant art scene. Being the main vehicle sponsor of the Investec Art Fair, Africa’s largest contemporary art exhibition. Known for innovation, craftsmanship, and elegance, Lexus sought to strengthen its cultural ties and reinforce its brand identity. The brief was “How can Lexus use its art world clout to highlight a premium car feature in a distinctive and unexpected way?”. The “Accidental Art” campaign reimagines everyday mishaps as something extraordinary. The creative idea was to take the scratches and scrapes left by cars on urban surfaces and elevate them into pieces of abstract art. This approach not only reframed parking accidents but also highlighted the elegance and utility of Lexus’s Park Distance Control system.
