Dear Toyota
360º Campaign for Toyota
Produced at Saatchi & Saatchi as a senior copywriter
THE 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.
THE SOLVE 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.
Dear ___,
let’s hit the road.
It was important that the campaign was versatile enough for every vehicle—and that every post felt specific. I wrote variations of the campaign for more than a year, making and breaking rules to meet the needs at any given time.
MEDIA PLACEMENTS
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TV + Digital Video
