The Unexpected Canvas: How Iconic Brands Find Their Stories Where You Least Expect
Lauren Anderson of Amazon Ads and Sara Lara of Lexus explored how iconic brands are built through a series of bold, customer-centered creative decisions, sharing lessons from campaigns that connected culture, technology, commerce, and storytelling in surprising ways — including Lexus' '100 Miles' collaboration with Laufey and the estate of Miles Davis
At the 2026 ANA Brand Masters Conference, Lauren Anderson of Amazon Ads and Sara Lara of Lexus shared how brands can drive awareness, affinity, and business outcomes by identifying unexpected cultural opportunities. Through examples spanning Domino's, PetArmor, Nespresso, and Lexus, they demonstrated how customer insight, cultural relevance, and creative ambition combine to create iconic brand experiences.
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