GCD: Verónica Elizondo
ACD ART: Fernando Lanças
ACD COPY: Brian Abadia
ACD ART: Fernando Lanças
ACD COPY: Brian Abadia
The Greater Than Ever Corolla
This campaign is an ode to our target and how, with their actions, they are shaping the world around them. The expression of their identity and the mix of cultures brings to live that unapologetic side of the Hispanic culture that is resonating in the mainstream. From the song “Despacito” to the movie “The Shape of Water,” Hispanics are leaving their mark everywhere they go. And they like it!
This campaign is an ode to our target and how, with their actions, they are shaping the world around them. The expression of their identity and the mix of cultures brings to live that unapologetic side of the Hispanic culture that is resonating in the mainstream. From the song “Despacito” to the movie “The Shape of Water,” Hispanics are leaving their mark everywhere they go. And they like it!
The Talent
What a better way to reach our target audience that to partner up with Latinos that are making it in the USA. People like Ricardo Gonzales who goes by the name of It’s A Living, who with his murals, spread our message across multiple cities and numerous events; Brenda Equihua that with her fashion is not only taking the Latino culture to the runways of NY and LA, but also to the world. And finally, the talented Diego Luna, that after finishing up StarWars and the Netflix show Narcos, decided to join this project and become the voice of our TV spots and videos.
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What a better way to reach our target audience that to partner up with Latinos that are making it in the USA. People like Ricardo Gonzales who goes by the name of It’s A Living, who with his murals, spread our message across multiple cities and numerous events; Brenda Equihua that with her fashion is not only taking the Latino culture to the runways of NY and LA, but also to the world. And finally, the talented Diego Luna, that after finishing up StarWars and the Netflix show Narcos, decided to join this project and become the voice of our TV spots and videos.
iVideos
We also created short format videos to describe the highly complex and technical topic of the security features of the vehicle with a little humor.
We also created short format videos to describe the highly complex and technical topic of the security features of the vehicle with a little humor.
And on top of that, we decided to bring a unique sense of fashion rooted in an insight, the colcha San Marcos, which is a staple of any Latino household.
Toyota Plant Takeover - Activation
Actvation + PR + Social Media
When launching the GREATER THAN EVER campaign, we decided to pay homage to the guys and gals that made the most sold vehicle in the world, the Toyota Corolla. And with the help of the famous Mexican muralist Ricardo Gonzales who is known as @ItsALiving, we took over the Toyota Manufacturing plant in Blue Springs Mississippi and created a mural that showcases the spirit not only of the campaign but also of the people that makes the 2020 Corolla.
Then, with the help of Toyota’s PR team, we took the idea to another level, creating not only a newsworthy video, but also resulting in incentives for the brand in the state of Mississippi, and more love and appreciation by the plant workers and the local community that got to see it first hand.
And here are some of the color tests
and scene setups
during the actual production
and scene setups
during the actual production
Brian Abadia 2021©