Toyota: ‘We Choose Hybrid’ Launch

Toyota, an automotive brand, promoted its Toyota Hybrid vehicles across Europe by launching a set of creatives that celebrated aspirational Hybrid drivers.

Challenge, context & objectives

A Unique Context

In arguably the largest automotive scandal of all time, called 'Dieselgate', Volkswagen had been caught using devices that lied about the emissions from its diesel cars. By 2017, this had become a catalyst for Governments and regulators to ban diesels from many city centres and hit them with higher taxes. In theory, as diesel cars fell out of favour, Hybrid car sales (as a cleaner alternative) should have benefited.

20 years earlier, in 1997, Toyota had launched the first Hybrid car – a Prius – with a petrol engine and an electric motor...

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