Video of the 2006 Lexus IS launch in Times Square. Photos were uploaded by the Lexus street team via mobile phone and displayed on the Reuters jumbo electronic billboard. The animated display was done without any photographs or video of the vehicle!
Over seventy thousand photos were also uploaded via the website. All of the photos were put together into daily builds to complete the giant photo mosaic of the Lexus IS. You could even search the photo mosaic for your own uploaded images. Or email their location to a friend.
This campaign was the featured example of SISOMO (SIght SOund MOtion = The future of advertising) in the book The Lovemarks Effect by Kevin Roberts, CEO of Saachi & Saachi Worldwide. It is also featured in the SISOMO section of Kevin Roberts Website.