Warhol Licensed for Lexus Campaign
December 15, 2016 | Licensing
Copyright Agency | Viscopy successfully negotiated a licensing solution between Lexus and the Andy Warhol Foundation for the Visual Arts for the auto maker’s Warhol-inspired campaign, L’exhibition.
Lexus & M&C Saatchi Sydney drew direct inspiration from Warhol’s unique and timeless art to help position the car company as a luxury retailer with ‘incredible artistry’. The campaign spread across online, dealership promotion and print media.
Lexus Australia corporate manager Adrian Weimers, said to B&T Magazine: “The Andy Warhol Foundation were an obvious choice to partner with for our retail campaign. His artwork truly embodies the Lexus brand and mindset that goes into the development of our vehicles – bold, distinctive, and a masterpiece.”
Andy DiLallo, M&C Saatchi Sydney chief creative officer, added, “Andy Warhol and Lexus share uncanny similarities. Both encompass incredible artistry and unmatchable luxury.
“The campaign represents the pride and prestige of purchasing a Lexus and aims to enhance this experience through the opportunity to win an authentic piece of art from one of the world’s most renowned artists”.
Viscopy manages the copyright for the Andy Warhol Foundation for the Visual Arts in Australia. We have an extensive network of international partners, including similar visual arts rights management organisations and major artists’ estates such as Succession Picasso.
Viscopy negotiates copyright fees and a licensing agreement on behalf of our members, helping to ensure artwork is reproduced respectfully, to a high standard and attributed correctly and a fair payment is returned to the artist, benefactor or estate.