project
Lexus All New RX Safety Lab
Lexus New Safety Technology
brand
Lexus
year
2020
award
-
Digital Singularity Awards
Shortlist
mission
The Lexus All New RX has been upgraded with the advanced safety feature LSS+2.0, an intelligent driving assistance system. However, the complex safety operation principles are not easily explained in advertising, resulting in low memorability.
insight
We want consumers who have no understanding of the operating principles of automobiles to easily understand what they are buying!
idea
Translate to English: Using simple and elegant physical devices, perform complex Lexus safety black technology in the Lexus All New RX Safety Lab series of videos. Without any awkward wording, anyone can instantly understand the design essence of "LSS+2.0 Intelligent Driving Assistance."
execution
Chapter 1: #The Speed of Solidification "Instant Halt" is what PCS (Pre-Collision System with Automatic Braking Assist) is all about.
Chapter 2: #Pursuit of Alignment "Aligning the Drift" is the essence of LTA (Lane Tracing Assist System).
Chapter 3: #Ethical Distances "Consistent Distances" refer to DRCC (Dynamic Radar Cruise Control), maintaining a set speed with radar-assisted vehicle-to-vehicle distance control.
