Localized Luxury Launch

Elevating a global auto brand with local cultural nuance and audience fluency.

  • Client

    Lexus Canada

  • Format

    Digital campaign for social and CRM

  • Focus

    • Cultural localization
    • Narrative cohesion

  • Goal

    Build long-term brand relevance by reinterpreting Lexus’ global platform for Canada’s immigrant-rich audience.

  • Role

    • Repositioned the brand promise to reflect immigrant ambition and arrival

    • Supervising writer for the Canadian adaptation of the line “Our Craft, Your Moment”

    • Created hyperlocal narratives for multicultural media, especially South Asian segments

    • Crafted campaign line and CRM journeys that honored personal milestones, from first aurora sighting to first Diwali in a new home

  • Result

    • Made Lexus Canada shift from product-led to emotionally-led storytelling

    • Increased cultural visibility with South Asian and East Asian immigrant audiences

    • Positioned Lexus as a brand that celebrates personal milestones and cultural identity

En route to their first classical dance concert, sarees and all.

En route to their first classical dance concert, sarees and all.

Chasing the northern lights. One dream checked off the immigrant list.

Chasing the northern lights. One dream checked off the immigrant list.