- Creative Direction
Unexpected > Expected
When you leave the comfort of the traditional path, you’re jumping into the unknown. You’re choosing to navigate through the unexpected and its unknown challenges. But on the other side, lies a new world view. A shift in perception. On the other side, you’ll be greater than when you started, and your life will be anything but expected.
Our target desires to be free of labels and live life on their own terms. They’d prefer to use their vehicle to make their own story, rather than project a borrowed image from a car to tell it for them.
The Corolla has been described as “Not trying to be like something else.” Like a trusted pair of Levis, or a go-to black dress, the Corolla always looks great, fits in any situation, and gives people the freedom to live authentically in every context, not just one. 6
I want to create a campaign that expresses an impressive and eloquent way in which we should all embrace the imperfections of everyday life, instead of seeking the illusions of flawless perfection. It’s a deeply relatable theme, and it taps into a vein of psychological honesty that we can all apply to ourselves. We never plan on getting a bump or a scrape, but the stories that accompany every scar, dent, or ding that we receive stand as the true testament to a life well lived. The stories in this campaign are a call to arms for us to rebel against the vision of a supposedly perfect Stepford Wives-type of lifestyle, in which we homogenously blend into our surroundings, never making a ripple. We stand in proud favor of moments of reality that shatter these deceptive illusions, and instead, give us a crucial sense of earned depth and grit.
“…the stories that accompany every scar, dent, or ding that we receive stand as the true testament to a life well lived.”
Gen X/Y, singles and couples, no kids.
Desires to be free of labels and live life on their own terms, preferring to experience life with others, not for others. Sharing new experiences with close friends and family is greater than being a spectator to others’ lives.
Gen X/Y, mostly married, with kids.
All about taking their own approach to parenting and learning as they go. Challenging traditional family stereotypes and learning along the way is greater than following a prescribed method.
Mostly married couples, approaching retirement age.
Challenging the stereotype of how they’re expected to live life at this stage. Pursuing youthful passions is greater than watching life pass by like others their age.
PRINT / SOCIAL
A new visual tonality to remind us that being real is inherently more valuable than being perfect.
Just like the car itself, these images used for print and social are all about the spirit of discovery, the thrill of adventure, and all of those unexpected little moments that help us forge our spirit, and remind us that being real is inherently more valuable than being perfect.