For the Boldly Reimagining Life Campaign, we set out to redefine how a core group of customers think of Toyota. This group seeks more than quality, dependability and reliability in an auto brand, they seek future forward ideas, innovation, and a vision for tomorrow that will capture their imaginations. Through this campaign, we were able to give them a peek into future Toyota projects, like the Toyota Lunar Cruiser, the Toyota LQ, an autonomous car with AI technology, and Toyota’s vision for future communities. Lead by our broadcast TV spot, “Curiosity’, the campaign delivers online videos, radio, social, and digital banners.
For the launch of the second iteration of Kyrie Irving’s signature shoe, the new KAI 2 from Anta, we created the Know Your Power campaign. In this digital campaign, all six colorways of the shoe are connected to a unique power Kyrie has mastered. We used AI technology to create six, 15 second digital videos , a corresponding quote card with a lesson, and an animated shoe card that highlights the colorways. Together, they create a powerful narrative around each shoe, that welcomes hoop fans and sneakerheads to purchase the entire collection.
Extensive new research revealed Black millennial men have a neutral to negative opinion of the Toyota brand. They see Toyota as an older, conservative, family brand, one that doesn’t consider or speak directly to them. We set out to change that with the “You Can’t Stop My Drive” campaign. The creative was born out of a strategic insight that these Black millennial drivers view mobility as a key to their success. “Baton”, a sixty second love letter to Black men, highlights a diverse mix of Black men through a series of portraits with their Toyotas. We also created 15, 10 and 6 second digital videos, social and radio. We truly believe this campaign packs the kind of dynamic punch to make the target reconsider what the Toyota brand is all about.
Sometimes, the best stories are the ones you don't have to make up. For the launch of Kyrie Irving's new signature shoe, the KAI 1 from Anta, we uncovered a seemingly mystical connection between Kyrie and the number 11. The number has a reoccurring presence in his life that infers he was uniquely marked for greatness. Told like an ancient allegory, our 90 second animated digital video, "Origin Story", hopes to capture the imagination of sneaker heads, old and young. We also created digital teaser videos to create buzz and awareness on social media.
The Corolla Cross, “Just Right” campaign, is designed to show how the features of the car create a seamless “just right” feel for anyone using it. To help bring that to life in broadcast and digital, we featured social media influencers/dance sensations, Aubrey Fisher, Gordon Watkins, Alexandra Watkins, Kevin Davis Jr. and Raino. Together, with their in-sync fluid movements, they demonstrate the joy and ease of interacting with the features of the first-ever Corolla Cross.
For the “Life’s Grander” campaign, we launched the all-new Toyota Grand Highlander by showing the hectic, chaotic lives real families lead. The best moments aren’t always picture perfect, but when you’re in a comfortable, well-equipped SUV, it’s easy to turn lemons into lemonade. We partnered with “Blackish” creator, Kenya Barris, to direct this campaign, and take it to another level.
The Go Highlander campaign launched the all-new Toyota Highlander as an elevated alternative to the stereotypical mid-sized SUV, focusing on the like-minded people who make up our tribe, rather than typical nuclear families. Our 60 second spot, acts as a brand story featuring Highlander, as Toyota honors the 100 year anniversary of Negro Leagues Baseball. Our 30 second TV spot, "Home Team" features an extended family, honoring its baseball legend patriarch, Negro Leagues legend, Jim Robinson.
