lexus canada | ALL-terrain envelope

To entice our adventure-seeking, high-income target, we created a physically engaging demonstration of the hill-climbing ability of the Lexus GX using the mechanism of a Manila envelope. Once unwound, an insert revealed the recipient had just traced the elevation of a drive between Vancouver and Banff.

The envelope didn’t just turn direct mail into an interactive experience; it also helped the GX hit record sales numbers, with a 500% increase versus the same period last year.

Applied Arts - Winner

The One Show - Shortlist

Communication Arts - Winner

D&AD - Shortlist