Can brands transcend the language barrier?

Through its innovative Lexus  “Amazing in Motion” campaign with the STROBE project in Kuala Lumpur, Malaysia, Lexus intends to use art as a vehicle to translate its brand across the globe. The art campaign celebrates art, technology, innovation and movement – all elements of the Lexus brand. Above all, “Amazing in Motion” shows a new creative side of Lexus, according to Brian Bolain, Corporate Marketing Communications Manager at Lexus. Bolain believes the STROBE project, through its inventive use of tumbling LED-lit acrobats and stuntmen, will transmit the message of speed and movement across language barriers, “As the brand has now expanded to over 80 world markets, it is more important than ever that there be some common understanding of what Lexus represents that transcends any barriers that language might present.”

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