ECD: Gustavo Sarkis
GCD: Martin Donovan
ACD ART: Fernando Lanças
ACD COPY: Brian Abadia
Directed by Nicolai Fuglsig
GCD: Martin Donovan
ACD ART: Fernando Lanças
ACD COPY: Brian Abadia
Directed by Nicolai Fuglsig
LIVE BIG: The SIENNA Life
The Toyota Sienna needed a new communication strategy. With sales declining rapidly for much-preferred SUVs, the convenient minivan, well... it was a tough sale, and more so, under the COVID lockdown.
With a completely new body design and added AWD capabilities, the Toyota Sienna was closer to an SUV in steroids than a “soccer-mom” mobile. Now, the Sienna was not only convenient but also stylish; it was capable of putting minivans back on the radar of US consumers.
The Toyota Sienna clearly became the minivan for non-minivan people, or at least, that was the task at hand. #VanLife
The Toyota Sienna needed a new communication strategy. With sales declining rapidly for much-preferred SUVs, the convenient minivan, well... it was a tough sale, and more so, under the COVID lockdown.
With a completely new body design and added AWD capabilities, the Toyota Sienna was closer to an SUV in steroids than a “soccer-mom” mobile. Now, the Sienna was not only convenient but also stylish; it was capable of putting minivans back on the radar of US consumers.
The Toyota Sienna clearly became the minivan for non-minivan people, or at least, that was the task at hand. #VanLife
iVideos
To bring this message across, we also created a series of short-form videos that showcased the different facets of this capable Sienna. These videos showed that LIVING BIG is not about having lots of things but about those little moments that are meaningful to you.
Like having coffee by the water,
or driving to the edge of the world thanks to its hybrid engine.
Perhaps take five more minutes for yourself.
Toyota Sienna + Marvel - Activation
Actvation + PR + Social Media
We also partnered up with Marvel Comics.
Wait, a minivan and the Avengers? Yeah, that is right!
And some cool Instagram teasers.
And these awesome intros as well.
Music - Activation
Actvation + PR + Social Media
Finally, we produced a song using only the sounds from the Toyota Sienna. Every knob, button, door, surface, and alarm beep, became a unique sound in a very contagious beat. We did this for the Latin American Music Awards (LAMAS), featuring the Colombian band Piso 21.
Actvation + PR + Social Media
Finally, we produced a song using only the sounds from the Toyota Sienna. Every knob, button, door, surface, and alarm beep, became a unique sound in a very contagious beat. We did this for the Latin American Music Awards (LAMAS), featuring the Colombian band Piso 21.
Brian Abadia 2026©