Take a walk down Madison Ave this holiday season and a glimpse of a glittery penguin piloting a Lexus in a race through a curvy, chrome mountainscape may catch your attention. Of course, this was the intent when Lexus teamed up with Barneys New York for their 2015 “December to Remember” holiday marketing campaign. Barneys, a specialty luxury retailer, “is an influential purveyor of high style and modern luxury, making it the perfect match for Lexus this holiday season,” said Brian Smith, Lexus Vice President of Marketing. The multitiered partnership aims to “create stunning and memorable experiences” for both Barneys and Lexus customers with retail product offerings, in-store promotions, and a chance to win a $10,000 Barneys shopping spree.
As part of Barneys’ Chillin’ Out holiday window theme, creative director Dennis Freedman, partnered with Lexus to create “Arctic Chase”. The display of dazzling and vibrant colors extrude the energy of the holidays. The creative team started with the idea of Penny, Barneys’ mascot, and incorporated exact scale replica models of the Lexus IS, GS F, and RC F into a classic kids’ toy. To top it off, they added a Japanese anime inspired short film titled “Stay Cool”.
The Making of “Arctic Chase”
If you’re looking for some more racing action, Lexus has partnered with Barneys to offer this limited-edition Lexus RC F remote-controlled car – the perfect holiday toy for kids big and small.