GCD: Verónica Elizondo
AD: Fernando Lanças
CW: Brian Abadia
AD: Fernando Lanças
CW: Brian Abadia
The All-New Corolla Hatchback
Toyota wanted to change the perception of the Corolla and embrace a younger target. The best opportunity to do so was the launch of a vehicle that hasn’t been seen for more than 20 years: the Corolla Hatchback.
Under the concept “Greater Than,” we used the unexpected launch to state that minorities (our Corolla Hatchback), when summed up, are greater than the majority (common cars). To do so in a celebratory way, we created an anthem-kind of spot where we portray minorities that prevail over the majority of people.
Toyota wanted to change the perception of the Corolla and embrace a younger target. The best opportunity to do so was the launch of a vehicle that hasn’t been seen for more than 20 years: the Corolla Hatchback.
Under the concept “Greater Than,” we used the unexpected launch to state that minorities (our Corolla Hatchback), when summed up, are greater than the majority (common cars). To do so in a celebratory way, we created an anthem-kind of spot where we portray minorities that prevail over the majority of people.
Gameception
For an innovative approach to mobile media, we created 15-second games that would be served to our target audience while they were playing free mobile games.
To leverage the gaming universe, we adapted our visuals and interactions for these pieces to give users a fun, non-intrusive experience while playing a game on their phones.
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For an innovative approach to mobile media, we created 15-second games that would be served to our target audience while they were playing free mobile games.
To leverage the gaming universe, we adapted our visuals and interactions for these pieces to give users a fun, non-intrusive experience while playing a game on their phones.
The webAR Experience
To allow the audience to see and interact with the product, we created the industry's first AR unit that doesn’t require an app.
As we launched it as a mobile banner, the experience allowed users not only to see the car but also to walk around it, zoom in, and turn it around to explore every aspect of the vehicle.
To allow the audience to see and interact with the product, we created the industry's first AR unit that doesn’t require an app.
As we launched it as a mobile banner, the experience allowed users not only to see the car but also to walk around it, zoom in, and turn it around to explore every aspect of the vehicle.
Battle of the Shops
Facebook LIVE
Facebook LIVE
To start tapping into the car tuning and racing space, we used the boldness of the Corolla Hatchback along with drifting drivers Jhonnattan Castro and Fredric Aasbø.
To make it as real as it gets, we created a reality-TV-style social event where 2 Hispanic car shops from East LA would each get a hatchback and tune them within a limited time and budget for our drivers to race, LIVE on Facebook.
In the end, we had 313K views and counting.
You can watch the whole race here on Facebook.
The Song: Única
The song for this campaign – that got stuck in your head – was co-created with an up-and-coming Dominican/Brazilian singer and songwriter: Jarina de Marco.
As we wanted this campaign to feel real and natural to our audience, we invited her to write a song that would translate what it means to be so unique, so she graced us with Única. Check her work on YouTube.
Besides appearing as a quick cameo in our Anthem video, the partnership worked so well that Toyota decided to extend this integration with the artist, bringing her to the Toyota Música ambient, where the brand sponsors upcoming artists as it did in the past with J Balvin.
The song for this campaign – that got stuck in your head – was co-created with an up-and-coming Dominican/Brazilian singer and songwriter: Jarina de Marco.
As we wanted this campaign to feel real and natural to our audience, we invited her to write a song that would translate what it means to be so unique, so she graced us with Única. Check her work on YouTube.
Besides appearing as a quick cameo in our Anthem video, the partnership worked so well that Toyota decided to extend this integration with the artist, bringing her to the Toyota Música ambient, where the brand sponsors upcoming artists as it did in the past with J Balvin.
Launching an Artist
Finally, to embrace our concept more broadly, we partnered with Telemundo to launch our song and our artist, Jarina de Marco, at the Latin American Music Awards.
To do so, Telemundo produced a music video for our song Única, in which we portrayed minorities who were part of our campaign.
The song is available for streaming on Spotify, iTunes, and the music video can be watched on YouTube.
We also did some color testing. Lots of it.
This is a sample from our DoP, Kalid
This is a sample from our DoP, Kalid
In the end, it wasn’t like a movie. It was a movie.
Brian Abadia 2026©