Toyota
SECRET WORTH
SHARING
Credits:
Associate Creative Director (AD): Art Boonklan
Associate Creative Director (CW): Laurie Scott
Art Director: Trevor Walker
Copywriter: Nate Nyguen
Producer: Stephen Estrada
Director: Hannah Levy
CD: Jeremy Carson
Toyota has a little secret. It’s actually into EVs. In fact, it already built one called the bZ4X. So for the relaunch of Toyota’s first all-electric vehicle, we decided to address the elephant in the room: not enough people knew it existed.
This digital campaign broke the fourth wall and leaned into improv, following two buddies as they banter about a brand famous for hybrids finally getting into the EV game. A little self-awareness, a lot of comedy, and a new way to get people talking about the bZ4X.
SOCIAL EDITS
SKEPTICS GO ELECTRIC
Toyota
Credits:
Associate Creative Director (AD): Art Boonklan
Associate Creative Director (CW): Laurie Scott
Art Director: Tracy Rosen
Copywriter: Shireen Beygui
CD: Robyn Stern
Some people don’t like change. Especially when they’ve already decided they hate it. So we set out to turn some of the biggest EV skeptics into something they probably never thought they’d become: EV people.
For this digital campaign, we compared the before and after of actually getting behind the wheel — from confidently hating something they’d never tried to reluctantly admitting, “Okay… this is actually pretty nice.” Turns out, sometimes all it takes to change your mind is a little time in the driver’s seat.
