TitlePROACE City
Agency
Campaign PROACE City
Advertiser Toyota Motor Corporation
Brand Toyota
Date of First Broadcast/Publication
Business Sector Automotive
Story The&Partnership Nordics was assigned to conceptualize and produce the campaign for the launch of Toyota’s new van model PROACE CITY, which will roll out across all of Toyota’s European markets this summer. The film follows different professionals, who all rely on a van for work. Together with the new PROACE CITY, they keep the city going to the beat of their own music.
With fast camera movements and detailed scenery, we get the feeling that we are moving around in the middle of the city, following the different settings and people. The film was shot in Stockholm together with BRF and the stills were taken by Daniel Blom and BadLand.
The concept of “more than just a job” was born from the idea that this is a professional group that keeps the rest of the city going.
The campaign was produced with a digital-first focus. Alongside the TVC, filmed in a modular way, the van’s different functions are highlighted in several social assets with playful cuts and graphics – as well as through banners and in print.
Media Type Web Film
Length

Our Work