Dear Toyota
AGENCY:
Saatchi & Saatchi
CLIENT:
Toyota
DELIVERABLES:
Email
Social
CREDITS:
Nina Lee,
Paul Bastien,
Chris McLaughlin,
Art Directors
BRIEF:
In the past, every region of Toyota dealers would develop their own disparate campaigns, relying on inconsistent creative concepts. There was a need to create a more robust, cohesive national campaign.
EXECUTION:
After conception, we built out the Dear Toyota campaign, playing on fun, conversational copy that pushed the limits of Toyota’s previously stuffy brand. We broke out of the box of boring, sales-driven car ads into something brighter across multiple channels.
