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.
Toyota_ Family
We pushed Toyota beyond sedans
THE CAMPAIGN SHOWCASED AN EXPANSIVE RANGE of 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”
Role: Creative DIRECtor, saatchi & Saatchi