Objective

In 2025, Lexus wanted to engage Hispanic consumers, sustaining awareness and interest in the brand throughout Q2 with a message of Lexus’ visionary spirit. 

In response, NGLmitú teamed up with visionary content creator Gustavo Obregon, aka Gawx, who has garnered a massive online following thanks to his unique style of visual storytelling. The idea was simple - provide Gawx with a Lexus GX (SUV), see where inspiration would take him, and help him bring the vision to life. 

Our primary goals for the campaign were to:

• Strengthen brand consideration and desire among younger, more diverse audiences, through the lens of cultural content that appeals to diverse, multicultural audiences
• Evolve our story-led approach to Lexus craftsmanship and intuitive luxury through product and experience, balancing targeted, hardworking media with engagement opportunities that personify the brand
• Shift perceptions and inspire the curiosity of our audiences through our brand positioning in a way that’s reflective of intuitive luxury – delve into a content, social-led approach building a strong connection with audience segments

Strategy

During creative development, NGLmitú provided Gawx with guidance on brand objectives, and from these initial conversations, Gawx’s vision turned into a detailed storyboard and animatic previewing the story he wanted to tell around the Lexus GX, a SUV meant for luxurious adventure. We then flew Gawx from Mexico City to Los Angeles, where our team joined him for a day of filming with the GX to bring this vision to life.

The result was “The Thinking Sanctuary”, a social video driven by Gawx’s voice as he told the story of his California road trip. His signature poetic approach seamlessly meshed with stylized driving shots of Gawx driving the Lexus GX, as well as imagery shot by Gawx, illustrating his personal inner monologue. 

The full length hero video (1:19 in length) was posted from Gawx’s Instagram handle, as a branded collab post with mitú and Lexus. We also produced a shortform social teaser, posted from mitú’s flagship Instagram handle to support the campaign and partnership.

Results

The approach to Lexus’ Q2 Sustain campaign proved to be quite successful, garnering:

• 16.3M+ impressions
• 97K complete views
• 4.5M+ reach 
• The video completion rate (VCR) and engagement rate (ER) for the Hero Video on Instagram surpassed their benchmarks by far

Audience sentiment was overwhelmingly positive on mitú’s O&O Instagram platforms and on Gawx’s Instagram platform as well. Comments sections were laden with praise not only for the visuals and artistry of the piece, but also for the Lexus GX. In a content effectiveness study conducted by NGLmitú’s partners at Videotape, viewers consistently praised the video’s high-production value and artistic direction, describing it as a “mini movie” that held their interest. 

All in all, this three-way collaboration between mitú, Lexus, and Gawx proved fruitful for the brand’s awareness and interest objectives:

• Purchase consideration went up 25% (47% pre-exposure v. 72% post-exposure)
• Brand perception went up 15% (45% pre-exposure v. 60% post-exposure)

Media