Spikes Asia

GLIMPSE INTO TOYOTA’S SECRET FACTORY

DENTSU INC., Tokyo / TOYOTA / 2024

Film
Demo Film

Overview

Entries

Credits

Overview

Background

From car fans to mobility company fans.

Toyota’s Chairman Mr.Toyoda announced that

“the automotive industry is entering a period of dramatic change that happens only once every 100 years.“

Toyota would shift from being an automaker to become a mobility company providing mobility-related services.

The decision was clear, but it was no easy task to change world’s perception of a company so well-known for manufacturing great cars.

Through dedicated communication conveying their vision, global awareness grew gradually, but one major issue became apparent.

Their FANS.

Execution

A deeper look at a Toyota factory.

In order to turn more car fans into mobility company fans, we went into one of Toyota’s central factories (Motomachi Factory), a pilot factory that the general public are prohibited from entering.

Inside the factory we see scenes of

the latest in manufacturing technology working in harmony with human craft.

This multitude of equipment and components came together in the epitome of functional beauty! This is one of Toyota’s core-philosophies of factory-craftmanship, such as doors before assembly being aligned with an artistic precision, fastidiously measured down to the centimeter.

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