Dubai, UAE; 01 December 2023: Al-Futtaim Lexus is celebrating the UAE’s 52nd Union Day with a unique and heartwarming campaign, “Colours through Lexus,” that brings to life a world of color for a Lexus owner affected by color blindness or Color Vision Deficiency (CVD) – all from the comfort of his Lexus.
Globally, about 1 in 12 men and 1 in 200 women suffer from some form of color blindness or CVD, and 99% of all colorblind people suffer from red-green color blindness. In the UAE, a study by Moorfields Eye Hospitals found significant color vision defects among the tested population, pointing towards the need for more comprehensive research to assess the reasons for its prevalence.
The “Colours through Lexus” case study film not only raises awareness on this condition, but also pays tribute to the UAE’s dynamic progress. It narrates the story of a Lexus owner suffering from color blindness, and a special car tint applied on his hybrid Lexus enables him to celebrate UAE Union Day like never before by visualizing and experiencing the true colors of UAE flag – red and green – for the first time.
The special coating used on the Lexus windows is similar to that used in glasses for color blindness – and by deploying this innovative technology in its vehicle in the UAE, Lexus ensures that he can fully experience the richness of the Union Day celebrations around him, immersing in the vibrancy of the place we proudly call home. The campaign marks another successful instance of Al-Futtaim Lexus’ inclusive approach to celebrate along with the community.
Commenting on the distinctive campaign, Jacques Brent, Managing Director of Al-Futtaim Lexus said: “Al-Futtaim Lexus has been an inseparable part of the UAE’s heritage and dynamic development throughout the past decades. We are delighted to pay our tributes to the UAE’s resilient and progressive spirit while providing a unique solution to an important medical condition in the form of our ‘Colors Through Lexus’ campaign. As captured in this poignant film, the creation of a specialized Union Day tint not only further strengthens the enduring bond of Al-Futtaim Lexus with the UAE, but also sets an innovative benchmark in creatively tackling Color Vision Deficiency. The iconic hybrid Lexus in the film is also a timely reminder of Al-Futtaim Automotive’s role as a pioneer of green mobility and creator of a sustainable future – as the UAE welcomes global leaders to the COP28 climate conference.”
Credits:
Al-Futtaim Lexus:
- Katib Belkhodja – Managing Director- Al-Futtaim Customer Centricity
- Roxanne Magbanua – General Manager, Al-Futtaim COE Marketing
- Tarek Ouled – Head of Marketing, Al-Futtaim COE Marketing
- Saad Abdullah – General Manager, Marketing, Al-Futtaim Toyota & Lexus
- Yazan Al Mobaideen – Head of Performance Marketing, Al-Futtaim COE
- Karim Hassanein – Senior Digital Marketing Manager, Al-Futtaim Toyota & Lexus
- Lara Ayoub Agha – Senior Marketing Manager, Al-Futtaim Lexus
- Hossam Mahgoub – Marketing Manager, Al-Futtaim Lexus
- Rose Viajar – Marketing Executive, Al-Futtaim Lexus
- Alaa Tarawneh – Senior Manager – Brand Experience, Motorsport & Content
TOYOTA GAZOO Racing – UAE, Al-Futtaim Toyota & Lexus
- Sara Abouhatab – Social Media Account Manager, Al-Futtaim Toyota & Lexus
Memac Ogilvy:
- Hadi Ballout- Managing Director
- Kevin Kurian – Business Director
- Bhaskar Bareja – Head Of Strategy UAE
- Alaa Nour – Account Director
- Georges Enkiri – Senior Account Manager
- Nicole Correia – Senior Account Executive
- Steve Delange – Executive Creative Director
- Moemen Metwally – Creative Director
- Hussein Krayem – Content Director
- Taha Khan – Copywriter
- Brinda Singala – Art Director
- Shadi Kharmacho – Head of Arabic
- Antonio Geagea – Senior Digital Designer
- Karl El Hitti – Head of Social
- Yara Maalouf – Social Account Manager
PHD:
- Leila Chouman – Media Planning Director
- Lynn Kharrat – Senior Executive Planner
- Zaynoun Abou Ibrahim – Senior Executive Paid Social
- Ramzi Bou Rouphael – Senior Executive Biddable Media
- Zein Daify – Executive – Paid Social
Gambit:
- Tony Sidgwick – Account Director
- Nour Aboulaban – Senior Account Manager
Lexus UAE Social Media Handles
Facebook: @Lexusuae
Instagram: @Lexusuae
YouTube: Lexus AE
Twitter: LexusAE
LinkedIn: Lexusuae
About Al-Futtaim – Lexus
Since its debut in 1989, Lexus has earned a worldwide reputation for high-quality vehicles and exemplary customer service in line with its Japanese ‘omotenashi’ roots – the tradition of anticipatory hospitality. Leader in hybrid technology in the luxury automotive scene, both globally and locally, Lexus offers the largest line-up of Hybrid Electric Vehicles (HEV), which boast a number of advantages over traditional powertrains, such as high performance, unmatched fuel efficiency, substantial emissions saving, noise reduction and instantaneous acceleration.
In the UAE, Lexus is distributed by the Al-Futtaim Automotive Group and enjoys a strong network of showrooms and service centres across all 7 Emirates.
The Lexus sedan line-up includes IS, ES, ES Hybrid, LS and LS Hybrid and the SUV range includes UX, NX, RX and RX Hybrid, GX and LX. While the coupe range features the Lexus RC, LC and LC Hybrid, the F marque, home for Lexus performance vehicles, produces the RC F performance car.
Al-Futtaim Lexus is also home for INTERSECT BY LEXUS, a luxury space at DIFC where guests can enjoy hand-crafted food and drinks, while connecting with like-minded people and enjoying the premium Lexus lifestyle.
For more details, please visit www.lexus.ae; Facebook: LexusAE; Instagram: lexusuae; Twitter: LexusAE; LinkedIn: lexusuae and YouTube: LexusAFM
About Al-Futtaim Automotive
Al-Futtaim Automotive, one of the main five operating divisions within the UAE-based Al-Futtaim Group of companies, is a conglomerate of motoring-related businesses, franchising some of the world’s most-recognised automotive brands and services.
Operating in 10 countries across the Middle East, Asia and Africa and empowered by around 9,000 associates, the UAE-headquartered Group’s services span across distribution of new and used vehicles, manufacturing, leasing, and aftersales.
Ranging from passenger cars to SUVs, commercial vehicles, industrial and construction equipment as well as motorbikes and quads, Al-Futtaim Automotive Group offers an integrative customer-centric experience for motorists, fleet operators and contractors alike, and strives to become the leader in tailor-made mobility solutions.
About Al-Futtaim Group
Established in the 1930s as a trading business, Al-Futtaim Group today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.
Structured into five operating divisions; automotive, financial services, real estate, retail, and health; employing more than 33,000 employees across more than 20 countries in the Middle East, Asia, and Africa, we partner with over 200 of the world’s most admired and innovative brands.
Al-Futtaim Group’s entrepreneurship and relentless customer focus enable the organisation to continue to grow and expand, responding to the changing needs of our customers within the societies in which we operate. By upholding our values of respect, excellence, collaboration, and integrity, Al-Futtaim Group continues to enrich the lives and aspirations of our customers every day. For more information, visit: www.alfuttaim.com