INFINITI QX60 Story

Context.

Luxury isn’t what it used to be. Since the last global recession, there’s been an uptick in premium products built to withstand the everyday. Owning a status symbol is no longer good enough. Extravagant purchases need to feel like an investment—something you can use and love forever.

Embracing this new paradigm, INFINITI Motor Co. launched a bold new campaign platform in late 2019. It aimed to dismantle the dusty, old rules of luxury, declaring that Luxury Should Be Lived In. Taking a more human tone, it positioned INFINITI vehicles as the enablers of real-life luxury. But at the product level, consumers needed connective tissue. They weren’t fully aware of the brand, its vehicles, or what made them shine.

Opportunity.

Canadians love the INFINITI QX60. With premium looks and practical touches, it’s a popular choice for families north of the 49th parallel. Approaching the 2020 model launch, we worked with our client, INFINITI Canada, to rewrite the QX60 story on INFINITI.ca. It was our chance to show Canadians that the QX60 was lived-in luxury embodied. And we could do it through a shopping journey that helped people understand their options.

Insight.

Luxury that lacks everyday purpose isn’t actually valuable.

Idea.

With an overhaul of the QX60 story on INFINITI.ca, we connected this unsung crossover to the broader brand campaign, giving both an extra layer of meaning. From an informative new overview page, to deep-dives on design, safety, performance and connectivity, we told our story in real-life terms. It all tied back to INFINITI’s stance on lived-in luxury. But we articulated that sentiment in a way the QX60 could own: Bring Luxury to Life.