THE INTERGALACTIC TEST DRIVE
DATE: 2019
AGENCY: M&C SAATCHI
AGENCY: M&C SAATCHI
To amp up the excitement for Lexus x Men In Black, we launched a Lexus RC F test drive invitation into space.
Through an exclusive partnership with Swinburne University’s Centre for Astrophysics, the sound of the its 5.0-litre V8 was encoded into an audio waveform that was transmitted to deep space with the open invitation.
The campaign, which was seeded via social media and PR, went behind the scenes of the project from the Calder Park racetrack, where the V8 engine was recorded and sent to Swinburne. There, Professor Matthew Bailes and his team encoded the message at Molonglo Observatory Synthesis Telescope near Canberra, and the transmission was beamed towards Orion’s Belt – a callback to the original Men In Black film starring Will Smith and Tommy Lee Jones.
Through an exclusive partnership with Swinburne University’s Centre for Astrophysics, the sound of the its 5.0-litre V8 was encoded into an audio waveform that was transmitted to deep space with the open invitation.
The campaign, which was seeded via social media and PR, went behind the scenes of the project from the Calder Park racetrack, where the V8 engine was recorded and sent to Swinburne. There, Professor Matthew Bailes and his team encoded the message at Molonglo Observatory Synthesis Telescope near Canberra, and the transmission was beamed towards Orion’s Belt – a callback to the original Men In Black film starring Will Smith and Tommy Lee Jones.
