Drive Away With A Masterpiece

Lexus

The luxury of a finely crafted Lexus is perceived by those in the know as art. So to give meaning to Lexus’ annual month long sales event and turn it into a far bigger cultural conversation, a brand promotion was created around it that allowed one lucky person to ‘drive away with a masterpiece’… a real signed Andy Warhol painting.

To win, people simply had to purchase their Lexus during L’Exhibition and their number plate became their ticket, with the winning plate being drawn at a special PR event at the end of the month.

The Masterpiece: An Original Signed Warhol 

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