Toyota_family dynamics
it turns out toyota makes a lot more than just smart and efficient SEDANS. SO WHEN THEY CHALLENGED US TO AMPLIFY PERCEPTIONS OF TOYOT ENTIRE LINEUP, WE RESPONDED WITH AN ACTION-FUELED CAMPAIGN, FEATURING THEIR FAMILY OF CARS, TRUCKS AND SUVs TAKING-ON A SERIES OF AUDACIOUS EVERYDAY ADVENTURES.
Role: Creative DIRECTION | Art & copy DIRECTION | POST-PRODUCTION DIRECTION
TAGS: TV | AUTOMOTIVE
"Short Cut"| Director: Sebastian Strasser | VFX: Michael Ralla | Editor: Chan Hatcher
"Power Lunch"| Director: Sebastian Strasser | VFX: Michael Ralla | Editor: Debbie Berman
The results
THE CAMPAIGN SHOWCASED AN EXPANSIVE RANGE VEHICLES AS ONE BRAND, ALIVE WITH ENERGY, ACROSS URBAN ROADS AND RUGGED TRAILS. by pushing the storytelling BEYOND REALITY, WE TOOK PERCEPTIONS OF THE BRAND from the familiar to fearless, AND successfully expanded consideration beyond toyota’s iconic sedans.
+14% SHIFT IN CONSIDERATION OVER COMPETITORS
+18% LIFT IN PERCEPTION AS “FUN TO DRIVE”
