In 1998, Lexus created the world’s first premium sports utility vehicle (SUV). Since then, the highly-acclaimed RX has sold over 2 million units worldwide, and has since led the Premium SUV category in HK. The 2016 New RX (4th-generation model) is earmarked to lead the Premium SUV category again.

But the RX’s dominant market position is highly contested territory. Over the years, changes in the HK automotive market and intense competition from other SUV brands have made staying on top a challenge, and the RX’s powerful pioneering values have been overshadowed by a strong focus on technological advancement.

The New RX is a blend of bold changes and new features that are not only innovations for safety and performance – but are also firmly grounded in the original values of the premium SUV that were defined in 1998.

Lexus’ aim was simple: to restore the RX to legendary status.

PRO:JECT RX featured true-to-life mobile projections that reinvented iconic city scenes and objects from Hong Kong’s collective memories.

Held over two nights, the activation transformed landmarks, building facades, tram bodies and staircases into giant canvases for imaginative light art. The stunning display ran across four districts – Central, Mong Kok, Happy Valley and Sai Ying Pun – and was witnessed by hundreds of people who were amazed and delighted. The mobile projection also gave the audience a preview of the New RX.

The activation was documented on a video that debuted at the official launch of the New RX, as well as on Lexus’ social media platforms. A series of print, showroom and sales toolkit were also developed to support the launch of the new model.