"...real love, the kind of love that makes you give a name to an object."
To celebrate its tenth year as the most-loved auto brand, we launched 'More than a Car" campaign. The heart of the effort was not a TV spot or a print ad but a small, symbolic badge that Toyota owners could place on their cars bearing the names of their automobiles.
Behind the scenes
CLIENT: Toyota Motors
ROLE IN PROJECT: Concept and design
CREATIVE CREDITS: CD: Veronica Elizondo ACD: Martin Donovan Copywriter: Marcela Angeles Art Director: Grace Espejel
AWARDS: New York Festival: 1 Silver, 3 Bronze, 5 Finalists Effie Awards: 1 Bronze. D&AD Awards: Wood Pencil. One Show: 2 Bronze, 2 Mentions. Wave Festival: 4 Silver. Cannes Lions: Silver, Bronze, Shortlist. El Ojo: Gold, Silver, Bronze. ANA Awards: 3 Grand Prix. Clio: Bronze, Shortlist. El Sol: 3 Gold. USH Awards: Best Show, 2 Gold, Silver.