Over the past two decades, Lexus has gained a strong reputation among Ukrainians.
Unfortunately, it’s reputation of being cars for corrupt officials and their mistresses. Not the best situation. Especially when you launch a new car for a young and progressive audience who work in the new economy.
But actually, Lexus has a lot in common with those people. They also deal with stereotypes. Everyone says they’re too young, too brash, too inexperienced. They also know how hard it is to change someone perception about you.
«Change the perception» was the main message we wanted to deliver them and about them.
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