Campaign details
Advertiser: Toyota Motor CorporationBrand: ToyotaAgency: Saatchi & Saatchi LA Country: United States
Objectives
To launch a future beyond cars, Toyota, the worlds largest automaker, created a global campaign that didn't feature any.
In the context of an evolving industry and new competitive set, the campaign repositioned Toyota as a mobility leader while connecting the brand's vision with the pinnacle of human movement: the Olympic and Paralympic Games.
Commercially, Toyota's goal was to use the Olympic and Paralympic platform to increase shareholder value.
As a brand building campaign, for the first time ever...