- Creative Direction
Toyota’s C-HR was a big departure for the brand in style and attitude.
The technology-filled subcompact SUV crossover vehicle is truly unlike any vehicle Toyota has ever launched, said Ed Laukes, group vice president, marketing, Toyota Motor Sales, U.S.A.
One of our main objectives was to spark interest and enthusiasm in a creative campaign equally as captivating as the vehicle itself. The fairy tales we use in the creative elements are timeless classics, but we’re telling them in a fresh and mischievous way.
The campaign inserts the Toyota C-HR into classic and traditional stories of mischief-makers, updated for the modern age. We wanted to create a modern version of mischievous childhood fairy tales but with a twist and a fresh perspective to show that these stories are part of our present modern folklore. These stories are actually the stories we tell ourselves. The Toyota C-HR is the focal point of all of these, reminding you to see the world differently and to become heroic mischief makers for the modern age.
Creative Concept adaptation for the Hispanic Market featuring Diego Boneta and Lorenza Izzo (as Rapunzel).
A full 360 campaign keeping its mischievous spirit in its digital, social, print and OOH executions.
Music video partnership
Toyota C-HR vs. Sunny & Gabe
Tapping into the underground music scene, we partnered with the upcoming band : Sunny & Gabe to create a music video/online film for their latest single. This film tells the story of the Trojan horse in a more mischievous and modern way.
Considered one of the greatest print ads of 2017
The ad appears in The Fader’s fall print issue, which hit newsstands on Halloween. (The cover stars are Kelela and YoungBoy Never Broke Again.) The animation leads to a full-page print ad, also heavy on the fuchsia, touting the impressive new crossover as a car with “good looks” and “bad intentions.”
Case Study Video
Snapchat ads and social videos
Working with the same assets used in our print ads, we created intriguing social videos for snapchat, instagram and facebook. This way we had production efficiencies stretching our budget to create more executions than it could be possible.
MTV x C-HR
So to throw a launch event worthy of the mischievous C-HR, we partnered with the original rule breaker and threw a party on their most outrageous night: the MTV Movie Awards.
1,400 Hollywood elite + fun-loving millennials + DJ Steve Aoki made for an epic C-HR launch party. Art installations tied-into the theme of our broadcast, with 3D projection mapping and live acrobatics. We also created custom Snapchat filters, signature cocktails, multiple photo booth opportunities and a custom, personalized brochure as a take-away for guests of the event.
We create three dynamic, immersive installations inspired by the classic stories that tied to our launch campaign. We seamlessly integrated the C-HR into these installations—making them an integral part of these classic mischievous stories. Using facial recognition technology, we mapped each individual’s face and compiled their photos from each installation into one unique takeaway. At the end of the night, each party goer went home with a personalized keepsake that was actually a car brochure in disguise.