Lourdes Caballero
Director of Product Services at Conill
El Segundo, United States
TitleThe Magic of Toyota Yaris
Agency
Campaign The magic of Toyota Yaris
Advertiser Toyota Motor Corporation
Brand Toyota Yaris
Date of First Broadcast/Publication 2010 / 1
Business Sector Cars
Story A creative combination of animation, user generated content and social networking has resulted in a unique advertising campaign that expresses the magic of a Toyota Yaris through the narrative of young Latinos: "A quien se le occurio esto?" (Who thought of this?). The resulting campaign can be viewed on Facebook, and is a surreal reimagining of their narratives, where a red Yaris inhabits a Willy Wonka-esque universe, and is swallowed up b a giant pink bubblegum, before sprouting wings and landing in a bowl of cereals.
Philosophy Nuevo Latinos participate in everything they do with a drop of Latino spirit. They think of hatchbacks as exciting little machines that fit their sparkly personalities. A group of young people were invited to a studio, where they participated in a story-telling forum, inspired by their visualisation of a Yaris. They were asked to complete the sentece "There was once a Yaris..." Some of the most visually interesting stories were translated into animated film clips, such as "it started to rain little coloured balls", "thousands of eyes were looking at it from different directions", and "then my Yaris grew wings and started to fly to escape the meteorite".
Media Type Web Film
More Information apps.facebook.com/videosyaris
Sound Tono Studios
Animation
Director
Production Company
Agency Producer
Account Manager
Account Manager
Account Manager
Copywriter
Art Director
Art Director
Associate Creative Director
Creative Director
Chief Creative Officer

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