Use a relevant and popular sport among the Toyota Tundra Latino target (Mexican males) that captures the spirit of the all-new powerful Tundra.

We wanted to own and display the Charreria world as no one had before. So we paid homage to the sport with a luxurious mobile museum. Within it, we exquisitely produced, directed and showcased a 9 minute movie, showing the humanity, bravery and picturesque details of the traditional sport.

The museum was a part of a bigger engagement campaign that was attended by more than 10,000 people registering 13% of them, 3 percentage points more than what was aimed for before the campaign. The perception of the Toyota Tundra dramatically changed becoming a truck that our target audience feels proud of.