Developed from the stunning LF-LC concept car, the new LC sports coupé marked a bold statement for Lexus. For this crucial model launch we developed a new storytelling approach for the design, craftsmanship, performance and innovation highlights on this amazing car. www.lexus.eu/lc
In 2014, we began working for adidas Sailing, the new yachting brand of the German sportswear giant. As competitive sailors ourselves, we developed a brand voice and copy guidelines for the new marque. Over the course of two years we also wrote product copy and a launch strategy for adidas Sailing's social media channels. www.adidassailing.com
Over the last decade, SinnerSchrader's annual NEXT Conference has grown into one of the leading events on the European digital calendar. As NEXT became more international, DJT Copywriting was given the job of improving both the tonality and quality of NEXT's multi-channel English communications. https://nextconf.eu
In 2008, we were asked to write the Toyota iQ Dynamic Press Kit. A Toyota like no other, the iQ is roughly the length of a Smart car, yet has room inside for four passengers and handles like a much larger vehicle. The project involved secret viewing of the prototype in Paris and dynamic testing of a pre-production model around Brussels. www.toyota.eu
In addition to the launch and model brochures, we worked on a high-end discovery film for the new Lexus UX compact crossover. For use at POS and on the web, we wrote the global English voiceover. This six-minute film highlights the Brave Design, ‘Takumi’ Craftsmanship, Dynamic Performance and Imaginative Technology of this important entry-level Lexus: www.lexus.eu/ux
In 2011, DJT Copywriting was tasked with the creation of the first ever Pan-European brand brochure for Bridgestone Europe. Working closely with the European Headquarters in Brussels, we researched content, R&D stories and the unique heritage of this Japanese tyre brand. http://www.bridgestone.eu
Ten years in the making, the LFA is an iconic supercar that revolutionized the Lexus brand. Described as "The best car I've ever driven" by Jeremy Clarkson, the LFA was crafted in carbon fibre and fitted with a hand built V10 engine. Our job was to write a very special brand book for the lucky customers who placed a deposit for this one-in-a-lifetime Lexus. www.lexus.eu
Based in Munich, Mizuno Europe is a leading Japanese footwear brand. Over a number of years, DJT Copywriting has worked on aligning and improving the brand's product copy to better fit their claim: "POWER TO PERFORM". This copytext is used as master reference content throughout the Japanese brand's brochures and POS. https://www.mizuno.eu
What a brief. What a project. In 2015, multi-faceted entertainer, creative innovator and seven-time Grammy Award winner, will.i.am, joined forces with Lexus Europe to launch the striking new NX crossover. As part of the campaign, will.i.am helped style a custom-built NX model. We were tasked with interviewing will.i.am about the project at Paris Fashion Week, with questions sent in by Lexus fans on social media. www.lexus.eu/nx
In 2005/6 we worked on headlines and stories for BMW-Oracle's America's Cup Base in Valencia. Our main task was writing a complete history of the America's Cup for the VIP lounge area, which was then etched onto a 30 metre glass wall. We also worked on a series of interactive games to help explain yachting and automotive technology in the visitor's centre.
In 2016, Lexus was preparing to introduce a bolder and more dynamic version of the successful IS sedan. Before the launch, it was our job to develop a bolder communication strategy for the model brochure that would be localized in 27 European countries. www.lexus.eu/is
