Lexus x The LUME

Lexus, proud presenter of the Van Gogh exhibition at
The LUME Melbourne, wanted to promote the immersive exhibition as well as the all-new Lexus models on display within it.

As an omage to the one-eared artist, we asked people to do as Van Gogh would do, and tear off the right ear (or wing mirror) of the Lexus featured in our unique posters. Of the 100 posters, 10 contained double passes to an overnight luxury experience and VIP access to the exhibition.

We launched on social media and used Instagram to gain further traction, revealing clues as to where the winning posters could be found.