Campaign details
Brand: ToyotaClient: Toyota Motor CorporationAgency: The&Partnership
Executive Summary
This paper contains drag queens. But it's not about brand purpose or diversity. It is about brand distinctiveness; casting off longstanding category clichés; and embracing an idea we knew would divide opinion.
In 2018, the Toyota AYGO was coming to the end of its lifecycle and needed a shot in the arm. A brand new AYGO had been revealed and was due in showrooms later that year, so we had to shift the current rows of AYGOs before then, or risk being left with a...