Toyota
LIFE'S GRANDER IN A GRAND HIGHLANDER
Credits:
Associate Creative Director: Art Boonklan
Art Director: Sav Chapple
Copywriter: Meghan Gulley
Producer: Rose Picon
Director: Tomas Jonsgården
CD: Jake Mikosh
Family life can be a lot. More people, more stuff, more places to go. With spacious third-row seating, plenty of cargo space, and a new hybrid powertrain that takes you even further, the Grand Highlander was made to make everyday family life feel a little more grand.
For this broadcast and digital campaign, we turned those everyday moments up to 11. And because families aren't one-size-fits-all, we pushed Toyota beyond the traditional family trope to celebrate them in all their forms — from sports families to chosen families to our fur babies. Because however you define family, there's room for yours in a Grand Highlander.
THE FIRST-EVER
13 CUP CARRIER
The Grand Highlander is ready for any family. Including your carpool fam that each need their own cup of Joe and juice. And with 13 cup holders in the SUV, there’s plenty of room for double-fisting. But there’s no easy way get their fav latte to the car all at once easily — well until now.
In honor of National Coffee Day, we challenged engineering genius @KaemontheCreator to build us a prototype using nothing but his ingenuity and a very small budget. Would the results lead to a new invention by Toyota? Only time will tell.
SOCIAL PLAY
Credits:
Associate Creative Director: Art Boonklan
Art Director: Tracy Rosen
Copywriter: Shireen Beygui
CD: Jake Mikosh
Social works best when it actually feels like social. So instead of simply cutting down our campaign, we tapped into familiar platform behaviors and evergreen trends to make the Grand Highlander feel right at home in the feed.
In Meta Stories, viewers tap the Hybrid MAX button to give our moms a boost and skip the dreaded girls’ tunnel altogether. And when our fancy couple steps out for a fancy night, their kids follow right behind — bringing some big kid energy of their own.
