In a bold move, Lexus flipped its iconic ‘L’ logo to celebrate Eid Al Etihad, formerly known as UAE National Day.
Part of its core identity and often considered untouchable, the Lexus logo was flipped upside down, transforming its iconic ‘L’ shape into a ‘7’.
The number seven is symbolic of the UAE’s seven Emirates and represents the nation’s spirit of unity.
“Lexus has deep cultural significance and heritage in this country. This gesture was a natural expression of our appreciation for the UAE and a celebration of the legacy of Lexus within the nation,” shared Karim Hassanein, Senior Marketing Manager at Al-Futtaim Lexus.
The flipped logo roll-out
The campaign not only celebrated the UAE’s rich heritage but also sought to strengthen the brand’s connection with its customers.
The roll-out began in the days leading up to Eid Al Etihad, with Lexus subtly flipping its logo across its platforms. Social media profile pictures were rotated, steering wheels and rims were turned upside down, and badges on Lexus vehicles featured the creative tweak.
View this post on Instagram
The cryptic change puzzled audiences, leaving many wondering why the brand would alter its revered symbol.
The reason for the flip was finally revealed on Eid Al Etihad, when Lexus unveiled the significance of the temporary change.
View this post on Instagram
Following the reveal, the campaign gained traction through user-generated content. “Lexus owners across the UAE joined in, proudly sharing images of their flipped steering wheel logos on social media, creating a wave of collective pride,” shared the Al-Futtaim Lexus team.
The reveal was also accompanied by CGI-generated clips showing one of the Lexus cars spinning atop a building against the backdrop of the UAE flag.
View this post on Instagram
Through the campaign, Lexus positioned the flipped logo as a symbol of changing perspectives, community spirit, and the power of simplicity.
Credits
Client: Al- Futtaim Lexus
Jacques Brent – Managing Director Al-Futtaim Toyota & Lexus|
Katib Belkhodja – Managing Director – Al-Futtaim Customer Centricity
Saad Abdullah – General Manager, Marketing, Al-Futtaim Toyota & Lexus
Roxanne Magbanua – General Manager, Al-Futtaim COE Marketing
Karim Hassanein – Senior Marketing Manager, Al-Futtaim Lexus
Sara Abouhatab – Marketing Manager, Al-Futtaim Lexus
Rose Viajar – Marketing Executive, Al-Futtaim Lexus
Creative agency: Memac Ogilvy
Hadi Ballout- Managing Director, UAE
Gautam Wadher -Chief Creative Officer
Moemen Metwally- Creative Director
Alicia McBride- Senior Art Director
Carl Khoury- Senior Copywriter
Shadi Kharmacho- Head of Arabic
Hussein Krayem- Head of Content & Production
Ahmed ElBeshbishy- Content Creator
Zaid Salama- Arabic Copywriter
Kevin Kurian- Business Director
Alaa Nour- Account Director
Georges Enkiri- Senior Account Manager
Nicole Correia- Senior Account Executive
Bhaskar Bateja- Head of Strategy
Karl El Hitti- Head of Social
Ahmed Nour- Social Director
Mohammed Zibara- Social Account Manager
Omar Haidar- Senior Community Manager
PR agency: Gambit
Tony Sigdwick- Account Director
Maryam Bouraoui- Junior Account Manager
