Darker Side of Green: Lexus in NYC


To position “green” as a sexy, powerful and design-centric concept and communicate its environmental leadership in technology, Lexus asked GPJ to come up with a celebrity-driven NYC press event.  

In addition to attracting key urban trendsetters and industry media, the nightlong event needed to create awareness and demand for Lexus’ new CT 200h at the 2010 New York International Auto Show (NYIAS).

Working with Lexus, GPJ’s design and press event marketing team secured an offbeat location near the Jacob Javitz Center in NYC, where the NYIAS is held every year. The team then turned the hip photo studio into a “Darker Side of Green” space, similar to an exclusive nightclub.

With the Lexus CT200h on display for the 800 or so attendees, Lexus hosted an unpredictable and humorous conversation between environmentally-conscious Hollywood celebrities, industry experts and key Lexus executives. 

The vibe was “2/3 Charlie Rose and 1/3 Chris Rock” as host Sarah Silverman brought her cutting sense of humor – and heartfelt commitment to the environment – for a night of advocacy, education and entertainment. DJ performances by Paul Sevigny and The Misshapes kept the party pumping until security cleared the floors past the scheduled closing time. 

Darker Side of Green: Lexus in NYC is one of Lexus’s most successful press events in recent memory, generating 88+ million impressions and extensive coverage. In addition to Silverman, celebrities in attendance included Maggie Gyllenhaal, Kevin Bacon, Kyra Sedgwick and Gretchen Moll. 

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